“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”

Source: Built to Last: Successful Habits of Visionary Companies, 1994, p. 73

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James C. Collins 22
American business consultant and writer 1958

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