# 2: PURPOSE & STRATEGY (8 weeks)
"A company that doesn't know the higher purpose it serves will not be able to reach its full potential!" (Larry Fink, head of Black Rock 2018)
Limitation of development
Expansion of the scope
Purpose and strategy must not contradict each other, but must complement each other. The purpose defines the guard rails and the strategy defines the measures. The purpose must be communicated emphatically and clearly.
An overriding sense and purpose ensures that employees know exactly why they are going to work in the morning and that it is clear to customers why they are buying the product. Vital companies are characterized by this characteristic.
In phase 2, the purpose is clearly defined and what that means for the individual departments.
In addition, the current strategy is compared with the purpose, possibly adapted or even redeveloped.