Values provide people with a framework that helps them make the right decisions and choices. They are a guide to do what is right for the company, the people in it and the people influenced by it. Values can be used as "the red face test" responding to questions like:

• Would you feel comfortable if this ends up on the front page of the New York Times?
• Would you feel proud to tell your children about this decision?

An organization's vision sets out the reasons and purpose for its existence and what it wants to become. It should resonate with all members of the organization and help them feel proud, excited, and part of something much bigger than themselves. A vision should stretch the organization's capabilities and image of itself. It gives shape and direction to the organization's future.

An organization's mission is a precise description of what an organization does. It should describe the business the organization is in. It is a definition of "why" the organization exists.

Strategic Goals are the milestones the organization aims to achieve that evolve from the strategic issues. They transform strategic issues into specific performance targets that impact the entire organization. Goals are stated in terms of measurable and verifiable outcomes, and challenge the organization to be more responsive to the environment to achieve its desired future.

Strategic Priorities define the major steps or achievements required to reach our strategic goals and address how we get to where we want to go. They are high level actions that provide a map or direction for individuals, groups or functions.

By making decisions and choices aligned with the Values, Vision, Mission and strategy of an organization all stakeholders are able to easily identify with the organization and its culture. Culture, an often elusive concept, is the result of how decisions are made. When there is alignment between decisions and the frameworks that support those decisions it is easy to define the culture. These frameworks provide for consistency and continuity which are the cornerstones of a mature and high performing culture.