The author explores how a designated goal can be utilized to achieve a business's potential in this strategic book. He investigates the workings of an organization and the relationship between purpose, values, vision, mission, strategy, objectives and tactics in the Corporate Alignment Model (CAM). Taken as a whole, this book provides a step-by-step guide to achieving culture change and alignment through the application of three alternative models - the CAM, the 9R Model and the 6P Model.