Clarifying the Core: Why Every Organization Needs Purpose, Vision, and Values
How Defining Your Organization’s Purpose, Vision, and Values Reduces Drama, Aligns Teams, and Drives Culture Forward
Introduction: Clarity Over Chaos
Drama, dysfunction, and toxicity aren’t just inconvenient—they undermine performance and engagement. At the heart of these challenges is often a lack of clarity about three foundational elements: purpose, vision, and values.
These aren’t just corporate buzzwords or relics from business school—they’re critical to building high-performing, people-centric organizations. Why? Because they bring clarity, energy, and alignment to your work. They also meet fundamental psychological needs that drive human performance.
According to Susan Fowler’s research on motivation, all human beings need three things to thrive:
Choice: A sense of autonomy and control over decisions.
Connection: Belonging to something bigger than ourselves and connecting with others.
Competence: Knowing what success looks like and how to achieve it.
Purpose, vision, and values meet these needs by:
Facilitating choice: Clear boundaries empower better decision-making.
Creating connection: To a shared mission, a bigger goal, and each other.
Building competence: Defining "what good looks like" helps people succeed.
When these elements are clear, organizations thrive—and so do the people within them.
Purpose: Why You Exist
Why Purpose Matters for Human Beings
Purpose connects people to something bigger than themselves. It provides meaning and direction, transforming work from just a job into a mission. When people understand why their work matters, they experience:
Increased engagement and fulfillment.
A sense of pride in contributing to the greater good.
Clarity that simplifies decision-making and prioritization.
How to Use Purpose
Your purpose is your North Star. It guides:
Strategic planning: Every goal should align with your core purpose.
Decision-making: When priorities compete, your mission helps resolve the tension.
Hiring: Attracting and retaining talent who connect with your purpose.
Favorite Tool: Simon Sinek’s Golden Circle
Simon Sinek’s Golden Circle is a powerful framework to uncover and articulate your “why.” Starting with why before defining what and how ensures your purpose is deeply meaningful and compelling.
Vision: Where You’re Going
Why Vision Matters for Human Beings
Vision inspires hope and focus. It provides a sense of direction and progress, which are essential for human motivation. When people know where their organization is headed, they:
Feel energized to contribute to long-term goals.
Experience greater alignment in their work and decisions.
Build trust in leadership and the future of the organization.
How to Use Vision
A compelling vision inspires your team and stakeholders to rally behind a shared goal. It drives:
Long-term strategy: Vision is the "why" behind big moves like entering new markets or developing new products.
Day-to-day decisions: It keeps teams aligned and focused on what matters most.
Hiring and retention: Employees want to be part of something bigger than themselves.
Favorite Resource: Building Your Company’s Vision
Collins and Porras’ 1996 HBR article Building Your Company’s Vision is a timeless guide for creating a vision that’s both aspirational and practical. Their approach balances staying true to your core ideology while setting bold goals for the future.
Values: How You Work
Why Values Matter for Human Beings
Values provide consistency, clarity, and a shared understanding of how to work together. They create psychological safety and reduce ambiguity, which is critical for trust and performance. When values are clear and actionable, they:
Foster collaboration and trust.
Set expectations that reduce confusion and conflict.
Build a sense of belonging by uniting people around shared principles.
How to Use Values
Values set the standard for everything:
Culture: They define the behaviors and attitudes that create your workplace environment.
Customer experience: They shape how you interact with and serve your customers.
Employee experience: Values are the foundation for onboarding, team dynamics, and performance management.
Favorite Tool: Brené Brown’s Operationalizing Values
Brené Brown’s work on Daring Leadership reframes values as more than words—they’re behaviors. Her framework for “operationalizing values” ensures they’re integrated into everyday actions, decisions, and interactions.
Why This Matters for Human Performance
Purpose, vision, and values are not just organizational tools—they are the foundation of a thriving workplace. When these elements are clear, they bring focus, alignment, and energy to every level of the organization.
Purpose ensures that every action is rooted in meaning, giving people a sense of contribution to something larger than themselves.
Vision inspires optimism and unites teams around shared aspirations, creating momentum and alignment toward long-term goals.
Values provide consistency and clarity, shaping behavior, building trust, and fostering collaboration.
These three elements set the stage for individual and organizational success by creating the clarity people need to do their best work. With clear direction and shared expectations, employees feel empowered, teams operate cohesively, and organizations achieve their full potential.
Call to Action
Ask yourself:
Does your organization have a clear purpose that resonates with your team?
Does your vision inspire and align everyone toward the same destination?
Are your values actionable and reflected in your culture?
If the answer is “no” or “not sure,” now is the time to act. Aligning on purpose, vision, and values isn’t just good for business—it’s transformative for the people who make your organization what it is.
Let’s get to work on clarifying (and strengthening) your core.