A core purpose is an organization’s or individual’s fundamental reason for being that goes entirely beyond financial goals or tactical milestones. Coined prominently by business experts Jim Collins and Jerry Porras in their book Built to Last, it is often described as a “guiding star on the horizon”—forever pursued but never fully reached. While strategies, products, and short-term goals change frequently over time, a core purpose is meant to remain authentic and constant for 100 years or more. Key Characteristics of a Core Purpose
How to Discover and Define a Strong Core Purpose for Your Business
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