Corporate guiding principle
A corporate guiding principle captures what an organisation stands for, what drives it, and where it wants to go. It emerges from four key elements:
Purpose – The sense and reason for your company’s being. It answers the fundamental questions: Why do we do what we do? What contribution do we make?
Vision – A clear picture of your desired future. It defines your aspirations: What do we want to achieve? Where are we heading?
Mission – The strategic path toward your vision. It outlines your actions: How do we act to reach our goal?
Values – The core attitudes that shape your thinking, decision-making, and collaboration. They create cultural clarity and provide orientation in daily life.
THE OUTCOME:
A guiding principle that provides orientation, enables identification, and fosters cohesion. It supports effective leadership, strengthens the employer brand, and creates a culture that unites strategic thinking with collective action—powerful, clear, and future-oriented.
