" [Building purpose is...] not as simple as carving a mission statement in granite or encouraging everyone to recite a hymnal of catchphrases. It's a never-ending process of trying, failing, reflecting and above all learning. High-purpose environments don't descend on groups from on high; they are dug out of the ground, over and over, as a group navigates it's problems together and evolves to meet the challenges of a fast-changing world. "

― Daniel Coyle , The Culture Code: The Secrets of Highly Successful Groups