Skip to main content

With so many options for people to choose from when it comes to where they work or what team they join, leaders who are intensely connected to their company’s purpose are the ones that stand out from the crowd. It also fuels a team to continue to pursue its purpose when times are challenging.

Making Your Company’s Purpose Clear

The cornerstones necessary to clarify a purpose are values, vision, and mission. Making these three things clear will dramatically increase your chances of building the best organization.


These are the fundamental beliefs that guide a person or a team. Once they are established, these guidelines dictate an individual’s behavior and help them distinguish right from wrong.

One thing all the best leaders have in common is the time and effort dedicated to creating a set of core values. But once you define them, you need to make those values your team’s guiding light. Values are not merely words on a wall or a website but need to be implemented through the actions of all organization members. You can not attract talent by empty words, but rather their implementation. Recognizing and talking about your values on a regular basis proves how important they are to you and your employees.

If you’re not sure where to start, here is a list of common core values which you can narrow down to four or five that resonate best with your organization:

  • work ethic
  • honesty
  • loyalty
  • consistency
  • perseverance
  • creativity
  • ownership
  • open-mindedness
  • reliability
  • resiliency
  • will
  • grit
  • compassion
  • passion
  • flexibility
  • competitiveness
  • adaptability
  • empowerment

When you create a final list, come up with a phrase that brings the values to life.


 The best leaders have to be visionaries. They need to look beyond today and have a clear picture of the future they intend to build.

You need to ask yourself these questions:

  • What does my future look like?
  • What is going on on the team or in the organization?
  • How many people are there with me on the journey?
  • What kinds of people are with me on this journey?
  • What is the celebration of your success going to look like?
  • How is it going to feel? How are your team members going to react?
  • What are your family and friends going to say?
  • How will the world be different thanks to your organization?
  • How will the lives of the people you come in contact with be different?”


Unfortunately, a formula to dictate how an organization should define its mission statement doesn’t exist. All in all, it is simply what your company does, why you do it, and for whom it gets done. The goal is to define your mission in a way that everyone can support your decision-making and actions.

Discover the best way to define your purpose, consistently connect with your leadership team, and predictably turn them into highly engaged employees. Call me for some complimentary advice. Book an appointment at or call me at +1 (604) 943-0800.

Leave a Reply

For security, use of Google's reCAPTCHA service is required which is subject to the Google Privacy Policy and Terms of Use.


Inscape Consulting Group
Greg Nichvalodoff, BSc. BM (Honors), MBA, PCC, CMC
Office: 604.943.0800
Mobile: 604.831.4734