Convey basic human needs which are fulfilled. Specific goals to achieve. What one does, wants to accomplish on the journey, delineates more clearly than purpose. Supports the purpose and the Mission. Mission developed only based on values.
Values is the ' Full tank' to get where mission wants to go.
Vehicle to arrive there. How you feel about the journey. Why you personally want to align self to others to get there. Personal satisfaction through work- accomplished, security, advancement opp. As cross function groups get together with more freedom to generate ideas and products, management must be sure that all employees understand the Mission and objectives and values so that core competencies are directed toward the same general goals.