A core purpose is an organization’s or individual’s fundamental reason for being, serving as an enduring “North Star” that answers the ultimate question: “Why do we exist beyond making money?” Coined prominently in the business classic Built to Last by Jim Collins and Jerry Porras, it captures the soul of an entity and remains unchanged for a century or more, even as specific products, strategies, and market conditions completely shift. Core Purpose vs. Mission, Vision, and Values
It is common to confuse these strategic terms, but they serve entirely different roles in an organization:
How to Discover and Define a Strong Core Purpose for Your Brand
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