Between 1995 and 2005, Korsnäs went from patriarchical papermill to modern industrial corporation. This was achieved through increased specialization and substantial down-sizing and rationalizations. The staff was reduced, and those remaining had to learn many new processes and work methods. It left many with a sense of disorientation and unease. A major project was launched to rejuvenate the internal culture, and we were asked to participate. Our job was to revisit the description of the corporate business mission, vision, values, goals, etc, by placing them in a new wider context, and relating them more clearly to Korsnäs’s new market position and brand promise.