The three parts of purpose

The Three Parts of Purpose
A useful statement of purpose for a company needs three parts.The first is what I will call a likeness.By analogy,a master painter often will create a pencil likeness that he has seen in his mind, before he attempts to create it in oils. A likeness of a company is what the key leaders and employees want the enterprise to have become at the end of the path that they are on.The word likeness is important here,because it isn't something that employees will excitedly“discover”that the company has become at some point in the future.Rather,the likeness is what the managers and employees hope they will have actually built when they reach each critical milestone in their journey.
Second, for a purpose to be useful, employees and executives need to have a deep commitment—almost a conversion— to the likeness that they are trying to create.The purpose can't begin and end on paper. Because issues demanding answers about priorities will repeatedly emerge in unpredictable ways, employees without this deep conversion will find that the world will compromise the likeness by wave after wave of extenuating circumstances.
The third part of a company's purpose is one or a few metrics by which managers and employees can measure their progress. These metrics enable everyone associated with the enterprise to calibrate their work,keeping them moving together in a coherent way.
目标的三个组成部分
有效的企业目标包含三个组成部分：
第一，我将它称为“画像”，通过模拟，一位伟大的画家在创作油画之前，常常将脑海中的画先用铅笔勾勒出来，一个企业的画像是他的关键领导和员工，对企业在发展道路上最终形成的样子的想象，画像一词在这里十分重要，因为它说的不是员工在未来某天兴奋的发现，企业已经发展成的样子，而是企业的管理者和员工希望在关键的每个时刻企业被建设成的样子。
第二，企业的目标要发挥作用，需要所有员工对所描绘的画像拥有强烈的认同感，企业的目标不可能只停留在纸上，因为在发展过程中会不停地需要做出取舍，情况也无法预料，如果员工没有这样强烈的认同感，那么，当一次次情有可原的情况出现后，企业的目标最终会走上岔路。
第三，它的标尺作用，企业的员工们可以以这一标尺为准则来评价自己的工作，它将员工凝聚在朝着企业目标前进的道路上。