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This case focuses on implementing a purpose and missions-based management approach in order to change a company's culture and boost performance. A new general manager has taken charge of Makon USA, a company that produces and markets machinery for the construction industry. The Management Committee is tasked with overseeing the development of the purpose and missions of the company's three departments (sales, technical and production) and two support areas (administration and finance, and human resources). Each of the committee members holds very different views about the company's future strategy. This case is based on the case "The Purpose of Makonsa (A)" , DPO-428-E, from the same authors.