By Martin Vogel
A theatre won funding to improve its engagement with disadvantaged groups. It approached the challenge as the chance to spread the word about its work. But it discovered that to get the target groups through the doors, the work would need to change. What the theatre was doing from day to day turned out to be irrelevant to a section of the community it was meant to serve. This is an example of the gap that can occur between the way an organisation behaves compared to its avowed mission, one that provides the sense of purpose from a shared understanding among everyone who works in a company.