A core purpose is an organization’s fundamental reason for being, serving as an unchanging “North Star” that goes far beyond making money. Coined prominently by business experts Jim Collins and Jerry Porras in their seminal book Built to Last, it captures the idealistic, emotional, and soulful motivation of why a company exists.
Unlike specific business strategies or financial targets, a core purpose is completely enduring and cannot be fully “checked off” or completed. It is designed to guide an organization for 100 years or more, remaining constant even if the specific products, services, or business models completely change over time. Core Purpose vs. Mission and Vision
It is common to confuse core purpose with other foundational business elements, but they serve distinct functions:
How to Discover and Define a Strong Core Purpose for Your Brand
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