Supporting change
Support and involve general and operational management so that they become active players in implementing the raison d'être.
To be transformative, to create value for the organization, and to have legitimacy both internally and with stakeholders, the raison d'être must be operational, i.e. it must be translated into actions implemented by the organization's business lines and support functions.
It's a compass that guides all the organization's stakeholders, and everyone contributes to it through their actions.