WE know how business organizations spend countless hours crafting mission and vision statements, even employing consultants to ensure they can completely capture everyone’s inputs. They gather executives in boardrooms, engage consultants, conduct workshops and debate every word. They do this because they understand a simple truth: people perform better when they understand why they are working, where they are going and what they collectively stand for.

A mission provides purpose. A vision provides direction. Culture provides the behavioral framework that turns both into reality and makes the achievement of the same possible.