6 | OBOOK 2022
OUR PURPOSE Everyone knows the importance of a company’s purpose; the importance of stating it and its value as a cohesive and guiding element to define the company’s benchmarks, decisions, actions and processes. Over the last few months, on several occasions, I have heard talk about or read articles referring to the purpose of companies. This has led me to reflect on ours. It can certainly feel uncomfortable to define the reason why your company ultimately exists. It means publicly undressing yourself, with a subsequent obligation to maintain clarity and transparency as you do so.
It’s always been clear to me what Orbea’s purpose is. And while I have sifted through different filters from which we view the company, I have always preferred it the same way: that we exist to enrich different people and teams who are intimately acquainted with our soul. By doing so, we have made a statement. Our purpose, our reason for being as a company, is very simple: TO CHANGE THE WORLD.
