Professional Documents
Culture Documents
ORGANIZATIONS
Authored by: James C Collins
Jerry Porras
Guiding
Philosophy-Fundamental motivating
assumptions & principles, philosophy of life.
Institutionalize
the core philosophy, preserve the
magical element.
CORE VALUES & BELIEFS:
Basic
precepts about what is important in
business and life
Energizing
Focused goal
Crisp and Clear
Engaging
Challenging
EXAMPLE
“Achieving the goal , before this decade is
out, of landing a man on the moon and
returning him safely to earth”-
Common Enemy
Pepsi(Beat coke), Honda( Crush, Squash, Slaughter
Yamaha)
Role Model
Trammell Crow( to be the IBM of real
estate)
Internal Transformation
GE(In addition to the strength, resources
of a big company, which we have already
built, we are committed to developing the
sensitivity, the leanness, the simplicity and
agility of a small company. We want the
best of both..a big company/small company
hybrid)
VIVID DESCRIPTION
Second element of tangible image
Represents vibrant, engaging and specific
description
Provokes emotions and excitement