Three parts of purpose
Page 195. Three parts of purpose. A useful statement of purpose for a company needs three parts. The first is what I like to call a likeness. By analogy, a master painter will often create a pencil likeness that he has seen in his mind before, he attempts to create a noils. A likeness of a company as what the key leaders and employees want the enterprise to have become at the end of the path that they are on the word likeness is important here because it isn’t something that employees will excitedly discover that the company has become at some point in the future. Second for the purpose to be useful employees and executives need to have a deep commitment almost a conversation to the likeness of what they’re trying to create. This purpose cannot begin and end on paper. The third part of a companies purpose is one or a few metrics by which managers and employees can measure the projects and progress. These metrics enable everyone associated with the enterprise to calibrate their work, keep them moving together in a coherent way. Th These three parts likeness, commitment, and metrics, comprise a companies purpose.
— from The Flight Plan (Purpose/Wisdom/Risk)