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Assessing Your Organization’s Health 159

The purpose statement provides a compass for employee efforts beyond just
making money. It also provides a philosophical touchstone to guide leaders and
employees in determining and understanding the business they are in and how
they should conduct business. As you learned in Chapter 4, vision is the state-
ment of how you would like your organization to be in the future. Together,
purpose, mission, and vision provide energy and direction for your department
or function, and they must be aligned with the larger organization.
Here are a few examples of purpose or mission and values statements from
several highly respected organizations. The first example is from Procter &
Gamble (P&G).

P&G’s Mission Statement
The Power of Purpose
Companies like P&G are a force in the world. Our market capitaliza-
tion is greater than the GDP of many countries, and we serve con-
sumers in more than 180 countries. With this stature comes both
responsibility and opportunity. Our responsibility is to be an ethical
corporate citizen—but our opportunity is something far greater, and it
is embodied in our Purpose.
P&G’s Purpose Statement articulates a common goal that inspires
us daily:

Our Purpose
We will provide branded products and services of superior qual-
ity and value that improve the lives of the world’s consumers,
now and for generations to come. As a result, consumers will
reward us with leadership sales, profit and value creation, allow-
ing our people, our shareholders, and the communities in which
we live and work to prosper.

Our Purpose works to unify us in a common cause and growth strategy.
It is powerful because it promotes a simple idea to improve the lives of
the world’s consumers every day. P&G grows by touching and improv-
ing more consumers’ lives in more parts of the world . . . more com-
pletely. While this statement defines our commercial opportunity, our
culture reflects the broader opportunity of improving lives through and
beyond our branded products and services. 1