Corby’s purpose was articulated in fiscal 2016 through a thoughtful and deliberate exercise aimed at identifying who we are as a company and why customers, consumers, employees, investors and brand companies choose us over the many alternatives available to them. Through a series of interviews and workshops, we gained a deeper understanding of what makes Corby unique, where our strengths lie, and how we create business and social value. Creating win–win memorable experiences is the output of this process, capturing how we’ve distinguished ourselves in the past and what we want to continue doing in the future. Our purpose has since become our North Star, guiding our decisions, strategies and partnerships.
We realize our purpose by putting into action, every day and in every interaction, four core behaviours:
- Empathy – seeking to deepen our understanding of other people’s perspectives to create true win–win solutions
- Creativity – transcending traditional ideas, rules, patterns and relationships to create meaningful new ideas, forms and methods
- Collaboration – partnering with others inside and outside our company to elevate the quality of creativity and execution and achieve a common goal
- Boldness – stepping outside our personal comfort zones to exercise the creativity that will push our company outside of its traditional comfort zone
Throughout fiscal 2017, we worked to embed our core behaviours into our culture, processes and relationships in subtle ways like assessing for creativity in job candidates and in not-so-subtle ways like on our elevator doors and office walls. This being the launch year, we needed to inspire and engage our people in our purpose and behaviours, and we did so in a variety of creative ways. This was just the beginning of what will be a sustained commitment on our part to make our purpose and behaviours our way of business.