Core values = The organization's essential and enduring tenets – a small set of general guiding principles, not to be confused with specific cultural or operating practices, and not to be compromised for financial gain or short-term expediency.
Purpose = The organization's fundamental reasons for existence beyond simply making money – a perpetual guiding star on the horizon, not to be confused with specific goals or business strategies. (James C. Collins)

Core values = The organization's essential and enduring tenets – a small set of general guiding principles, not to be confused with specific cultural or operating practices, and not to be compromised for financial gain or short-term expediency. Purpose = The organization's fundamental reasons for existence beyond simply making money – a perpetual guiding star on the horizon, not to be confused with specific goals or business strategies.

James C. Collins

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beyond business core enduring essential existence expediency fundamental gain general guiding horizon making money perpetual purpose set small specific star goals

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