Many companies have vision, mission, values, and brand statements, but they usually end up as stale documents stuffed back in their drawers or as posters on the wall that no one pays attention to.  Our challenge was to create an authentic document that employees could connect with from their hearts.  The Compass was one of the outputs of our purpose project and became the guiding document for all strategic, hiring, performance management, and branding decisions.  It kept us on track to achieve what we wanted as an organization; on the product side of the business, for our culture, and the social impact we wanted to have.