We’re the pioneers of Shared Purpose.

Shared Purpose is a clear definition of value that engages customers and enlists employees. It is, at its heart, a singular idea to engage employees and drive customer preference. We begin the development of Shared Purpose by examining and defining the aspirations, values, attitudes and competencies that comprise the collective organization. It isn't magic, but it is hard work. We use our brand and culture development model as a framework and common lexicon to create Shared Purpose.

How to Align Your Brand and Culture
As organizations scale and become decentralized, it is increasingly difficult for a Shared Purpose to arise and exist organically. As a result, companies must use a variety of techniques to manage, direct and expand Shared Purpose throughout their organizations. Our own system is inspired by the work of corporate culture pioneer Dr. Terrence Deal. We draw on six distinct levers across the organization to effectively align brand and culture around its Shared Purpose.

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