Alignment is an in depth process used by organizations and individuals to identify and/or clarify a deep and enduring sense of purpose and to align daily activities with that purpose. Optimally it is a guide for every decision and action; I.e.: to what degree is this decision aligned with our/my overarching purpose?

The importance of Alignment lies in the fact that most organizations focus primarily on performance, productivity and profit (the tangible, visible and measurable aspects of running a company,) to the detriment of the “soft” side. A balance of tangible/intangible, energy/manifest is key to a company’s viability. Business schools rarely teach the soft stuff, yet is is the template within which all activities, decisions and results lie.

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