Purpose is your reason to exist.

Function: It provides meaning and orientation.

Characteristics: It addresses a good cause, is grand, and idealistic.

Principles are underlying values and behavioral guidelines.

Function: They provide a framework for decision-making, collaboration and desired behavior.

Characteristics: They are non-negotiable and universally valid within an organization.

Mission is what an organization does, and for whom.

Function: It defines an organization’s field of activity or business.

Characteristics: No frills.

Vision can best be defined as an organization’s state some years in the future.

Function: It paints a desirable picture that engages and motivates people.

Characteristics: It addresses hearts and minds of key stakeholder groups.

A Strategy Map visually depicts an organization’s strategic priorities.

Function: It helps to steer towards the vision.

Characteristics: It addresses different stakeholder perspectives along the value chain.

Goals are the operational breakdown of strategy.

Function: They help move strategy into action.

Characteristics: They are SMART and the basis for individual targets.

Targets describe an individual’s contribution to implementing organizational identity.

Function: They create transparency, motivate, and make contribution matter.

Characteristics: They are role specific, addressing several elements of identity.

Capabilities are mission-critical skills for implementing organizational identity.

Function: They enable leaders and individual contributors to cope with change and live up to expectations.

Characteristics: They include occupational skills and a specific set of interpersonal skills.

Management Systems are frameworks to steer an organization.

Function: They help achieve strategic and operational objectives.

Characteristics: They support the status quo, not the change, and need to be adjusted.