Purposeful Identity contains a free online catalogue illustrating the use of corporate identity elements in practice by organizations from around the world. Registered users can explore, bookmark and comment on hundreds of referenced online resources that contain organizational values, mission statements, value drivers and vision statements used in actual business context.

Football / Soccer

Football (or Soccer in the USA) is a team sport played between two teams of eleven players using a spherical ball and following a well defined set of rules. It is played on a rectangular field and it has two goal nets in the center of each of the two short ends. The purpose of the game is to score in the opposite goal net as many goals as possible. However, the only players who are allowed to use their hands during the active game are the goalkeepers. Because of its complexity, there are a lot of performance parameters which can be measured during a game.

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The statement:

"Dissemination of Information - Pertinent information will be disseminated to appropriate stakeholders in a timely and efficient manner."

is an example of


Mission Statement Vision Statement
Goal Objective
Target SMART Objective
Critical Success Factor (CSF) / Value Driver smartKPI / Key Result Indicator (KRI)
Metric / Performance Measure / Performance Indicator Key Performance Indicator (KPI)
Initiative Milestone