Purpose > Vision > Mission > Values > Measures

If you work in a corporate environnement, these five terms might seem like fluff. You've seen them and you don't really know the difference between them.

If you work at a startup or a smaller company,  these five termes might seem unfamiliar or useless, either because you've never thought about them in a business context or because you had to write some BS in your business plan about them.

If you've encountered a very difficult strategic shift in your organization, and you felt resourceless, I bet you now tell everyone how important it is to clearly define your purpose, vision, mission, values and measures. You know it, I know it, they know it. We never do it properly.

Here's a great round up by NOBL (full article here) :