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Leading Strategically (1) Company's mission, vision, and values…

- - - - Google's Founders
        
        organize the world's information and make it universally accessible and useful
    - - implicitly understand what their mission is and act accordingly.
    - - resolve disputes about future direction
        
        Google:sell non-core business
        
        have a closer fit with google's mission.
      - inspiring for employees and managers
        
        give them a sense of purpose and motivate them
      - informs all stakeholders why the company exists
        
        coordinating action.
        
        Google:organizing the world's information and making it universally accessible and useful
      - good mission
        
        emphasize creation of customer or social value,not being the best or simply on making money
        
        positive impacts a business can create in the world
        
        Focus on customer needs, problem to address, not product or service.
        
        actually lived and practiced by the company
        
        test:see company's regular employees know its mission and use it to guide
      - bad mission
  - - - google:provide access to the world's information in one click.
  - - - a code of conduct for the company and its employees.