"Statement describes future state: who do i want to be?
where do we want to go?"




Statement describes the present state of person or organization:
"who are you? why are you here? why do you exist?"



Core values
A commitment to sustainability and to acting in an environmentally friendly way.
A commitment to innovation and excellence. Apple Computer is perhaps best known for having a commitment to innovation as a core value.
A commitment to doing good for the whole. Google, for example,...
A commitment to helping those less fortunate. TOMS shoe company gives away a pair of shoes to a needy person for every pair it sells in an effort to alleviate poverty and make life better for others.