Lack of alignment costs customers.
The corporate purpose for an organisation is the sum of its mission, vision and values, and feeds into the corporate brand and reputation. Indeed, it can form the core of the brand, from which design and marketing take their cue.
However, without a common, corporate purpose, functional agendas can take over.
While HR deals with the realities of managing people and is often very pragmatic in its approach, marketing deals in the aspirations of customers, where creativity and vision are paramount to make an impression.
Such different agendas can at best be non-aligned, at worst, at odds. And your customers are the ones who suffer from any gaps.
Where we can help
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