Why Purpose Matters More Than Ever
In times of upheaval, transition, or uncertainty, it’s easy to feel unmoored. Purpose is the deeper reason that calls us forward, the steady current beneath the surface of our lives and work. When everything else feels unpredictable, purpose provides clarity, direction, and resilience.
We are in times of big change and the landscape is shifting. The question of why—why you exist and what you stand for becomes more important than ever.
The Riverbanks and Rocks: A Metaphor for Purpose
I often use the metaphor of riverbanks and rocks to describe purpose and values. Imagine a river flowing—sometimes calm, sometimes turbulent. The water represents our actions, decisions, and evolution. It moves, shifts, and changes course, but what holds and shapes it are the riverbanks and rocks.
- The riverbanks represent our purpose—our overarching why, the unchanging container that gives our movement meaning and direction and keeps us flowing forward.
- The rocks within the river represent our values—the solid principles that keep us grounded, providing stability and guidance even as the current shifts.
The water flows, sometimes encountering obstacles, yet it always finds a way forward. When we are connected to our purpose and values, we too can navigate change with clarity and strength.
Purpose for Individuals, Leaders, and Organizations
We are in an era of transformation. Old paradigms of leadership and business are evolving. Employees are seeking more meaning in their work, organizations are being called to stand for something beyond profit, and leaders must realize that thriving doesn’t have to come at the cost of exhaustion.
Purpose is the throughline that keeps us aligned and flourishing.
- For Individuals: Purpose provides clarity in decision-making. It helps us prioritize what truly matters, guiding us forward and helping us make sense out of seeming chaos.
- For Leaders: Purpose is the antidote to reactionary leadership. When anchored in a clear why, leaders inspire trust, foster resilience, and navigate change with confidence.
- For Organizations: When a company understands its reason for existence beyond profit, it cultivates engagement, loyalty, and long-term success.
Reconnecting to Purpose
If purpose is the undercurrent that sustains us, how often do we take the time to reconnect with it? Purpose isn’t something we define once and forget; it must be revisited, lived, and embodied daily.
It is not what we do, it is who we are.
- Ask yourself or your team: Why do we exist beyond making money or realizing goals?
- Reflect on moments of flow and fulfillment: When have we felt most aligned? What was present in those moments?
- Use purpose as a lens: Are our current decisions reinforcing or straying from what we stand for?
For a deeper dive into these questions, check out my conversation with Ross Brooks on the Leading with Purpose episode of the Conscious InSights podcast. We explore how leaders can anchor themselves and their organizations in purpose, especially in times of change. Also, in The Future of Flourishing (Part 1), with Cecily Sommers and Ashish Kothari we discuss the emerging shifts happening and why aligning with purpose is becoming non-negotiable.
Additionally, if you’re looking for a structured way to reflect on your purpose, download the free Purpose Discovery Workbook. It’s designed to help you clarify your why, align your work with your values, and take intentional steps forward.
Other Resources on Purpose
For those who want to go even deeper, here are some powerful books and frameworks that explore purpose from different perspectives:
- Gene Keys by Richard Rudd – A profound system for self-discovery and unlocking purpose.
- Man’s Search for Meaning by Viktor Frankl – A timeless exploration of finding purpose, even in hardship.
- The Untethered Soul by Michael A. Singer – A journey into self-awareness and breaking free from limitations.
Purpose as the Path Forward
The world will continue to shift. Markets, technologies, and social dynamics will evolve. Challenges will arise. But purpose remains. It is the steady current beneath us, guiding us forward. When we lead, live, and build with purpose, we create something lasting.
So, in times like these, when uncertainty is high, let’s return to what holds us. Let’s lead with purpose, stand firm in our values, and move forward with clarity and intention.
“How lavish is Nature building, pulling down, creating, destroying, chasing every material particle from form to form, ever changing, ever beautiful.” ― John Muir