Organisational Backbone

An organisation's backbone is made up of the essential elements that define it - including its purpose, values, vision, brand and story.  

Just like a human backbone, an organisational backbone provides struture and support and gives flexibility and strength. As well as being an organisational asset, a strong backbone is an invaluable leadership tool as it helps inform strategic decision-making and guides leadership actions and behaviours. Clarity of backbone is also key to employee engagement. People want to work for an organisation which has a purpose that inspires them, that knows where it is heading, and knows what it values.   

Catapult can work with you to develop all or some of your organisational backbone elements.

Backbone Elements Defined


Purpose is the reason why the organisation exists - the difference it wants to make in the world.


Vision is the ambitious future the organisation is working toward, including clear bold goals.


Values are the core beliefs that govern how the organisation goes about its work - with customers, with staff and with stakeholders.


Brand is what the organisation wants to be known for in the hearts and minds of customers and stakeholders.


Story is the folklore and geneology that defines how the organisation came to be what it is today.