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Why does your organisation exist? In fact, why does any organisation exist? 

It really comes down to meeting needs. At a superficial level, it is obvious that we need to meet the needs of the people we serve. But, in reality, for organisations to succeed long term and to be sustainable, they need to meet needs on three different levels. 

When organisations ignore any of the three needs, the culture skews and both morale and results become unsustainable

The first level is the obvious one: meeting the needs of the people your organisation serves – customers, patients, users, whatever they are called in your organisation. Those needs must be effective and at a high standard. If you operate in a competitive environment, you need to meet them better than your competitors do. 

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