Alignment is an in-depth process used by organizations and individuals to align all daily activities and decisions with an enduring sense of purpose. It becomes a guide for individuals and/or teams and leaders to ensure awareness of the degree to which actions and decisions are in sync with the organization’s purpose as well as the value to the client and customer.

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, manifest/energy is key to a company’s viability. Business schools rarely teach the soft stuff, yet it is the template within which all activities, decisions and results lie.

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