At some point in your life you are going to think about the following 3 questions: Why, how and where? As in, why does your company exist? How does it exist? And, where is it going? Purpose is concerned with why someone or something exists, and specifically, why a business exists. Any business. Especially yours. A value system describes how a company exists. And goals describe where a company is going. Purpose describes what a company, your company, actually does. Values can be thought of as the house rules of an organization – values define the way that you operate. And goals are the milestones you constantly set and aim for.