Four Attributes of a CORE Purpose

Why your organization needs to find its Purpose

To keep your organization afloat you need to have positive cashflow. But that can’t be what your organization is all about. It’s important to focus on what’s deeper than making money—especially if you want to make more money. To secure your long-term future, it’s crucial to think about your organization’s CORE Purpose.


Your organization’s CORE Purpose is more than just making money. It’s more than your mission or vision. Your purpose is more than just what you do. Your organization’s purpose is the difference you want to make in the world as a result of what you do.

While the word “CORE” is a descriptive word for purpose, it is also an acronym for the four main attributes of having a CORE Purpose.

Are You and Your Board in Alignment?

Is Your Relationship Characterized by Cooperation or Confrontation?

How would you describe your relationship with your board? Would you say that is harmonious? Or would you say that it is contentious? If you and your board are at odds with each other, then it is likely that you are not in alignment.


I have found in working with myriad boards and CEOs that oftentimes the confrontation is caused by confusion. There is discord between the CEO and the board because they are not in alignment.

The good news is that—as long as there is no executive malfeasance— a skilled facilitator can usually restore CEO-board relations by clearing up the confusion. However, a mediator may be required if the standoff is deep-seated.

If you are your board are not in alignment, here are the three areas where there may be confusion in the CEO-board relationship.

Vision Provides Both Power and Focus

Why Vision Is the Centerpiece of Your Company Core Fundamentals

To get a rocket to lift off, you need to have a combination of both incredible power and precise focus. Leaving the atmosphere requires that you have an enormous amount of thrust, but that thrust has to be channeled in precisely the same direction. In your business, you need to the same combination of power and focus. And you can harness both through vision.

Power and Focus

Vision is the centerpiece of your core fundamentals. Every organization needs to have both the power and focus that vision provides. Your Purpose, Values, and Vision provide the power; and your Mission, Customer, and Vision provide the focus. Vision is the only one in common between the Power Fundamentals and the Focus Fundamentals. Vision will get your team moving in the same direction over a longer period of time.

Here’s why Vision provides you with both power and focus.