Where it all began

Seeking out the meaning of your life is not new. From the dawn of time, people have grappled with big questions, such as ‘Who am I?’ and ‘Why am I here?’

But in the world of business, the whole idea of ‘finding your purpose’ is a relatively recent phenomenon. It was popularised by Simon Sinek. In 2009 he gave this TED talk. It was a terrible recording but became one of the most popular TED talks of all time. It contained the killer phrase.

‘People don’t buy what you do, they buy why you do it’

He also came up with his famous construct ‘The Golden Circle’, see below. Back in 2009, it all felt very fresh. And people were in thrall of Apple, which he talks about a lot.

This sparked a whole wave of ‘purpose driven’ brands

When I started out in marketing, nobody talked about Purpose. Now we talk about it all the time. Many emergent brands are now on a mission to change the world. Tom’s, Tony Chocolonely, AirbNb are a few examples. They often have inspirational, relatable founders such as Brian Cheskie or Blake Mycoskie. They ushered in a new wave of ‘social entrepreneurs.’ Leaders with a conscience.

But purpose-led brands weren’t confined to ambitious start-ups. Multinational organisations have adopted the Purpose mantra. None more so than Unilever, with its huge portfolio of brands such as Dove and Persil.

Speaking in June 2019, CEO Alan Jope said:

“We believe the evidence is clear and compelling that brands with purpose grow. In fact, we believe this so strongly that we are prepared to commit that in the future, every Unilever brand will be a brand with purpose.”

It’s proven to be a controversial stance. They’ve been accused of virtue signalling and not looking after the fundamentals. This came into sharp focus following disappointing financial results in 2021.

Nike is another brand that has an explicit purpose.

‘To move the world forward through the power of sport - breaking barriers and building community to change the game for all ’

In recent times, they’ve been championing the cause of female participation in sport.

But what about individuals finding their purpose?

As well as brands, there’s been a big interest in the notion of people - you and me - finding our purpose in life. In the immediate aftermath of the pandemic, we witnessed what was dubbed ‘The Great Resignation’. Many people re-appraised their pre-lockdown lives and sought alternative paths forward. Purpose has become a hot topic for all of us.

Ex-monk Jay Shetty hosts a podcast called ‘On Purpose’ and he calls himself a purpose coach. It’s become hugely popular, featuring a raft of celebrity interviewees.

Simon Sinek continues to bang the drum for finding your purpose. In all self-help or personal development books nowadays, there’s a strong focus on purpose. We can’t escape it.

The benefits of having a clear purpose

I’m a believer. I believe that people with a clear purpose live happier lives and have more successful careers. A clear purpose provides you with real emotional energy. It makes your work more fulfilling. It gives it a greater meaning. It builds toughness. It fuels you through difficult moments.

I recently read about how a British ex-soldier has volunteered to fight on behalf of Ukraine. One of many. The reason he gave was that for once in his life, he had a clear purpose.

So how do you find your purpose?

In simple terms, it’s about deep reflection. It’s about asking yourself and attempting to articulate what drives you. Getting feedback from others helps as part of this process. Simon Sinek uses this framework which I think works well. What’s your contribution and what’s your impact.

I recently came across this lovely Japanese expression ‘Ikigai’. It roughly translates as ‘your life’s purpose.’ It suggests how to find your purpose. I love it because it’s so practical. It goes beyond just thinking about how you can be a decent human being. It asks 4 really really important questions.

1 What do you enjoy?

If you enjoy something, you’re more likely to feel committed to doing it.

2. What are you good at?

Enjoyment is not enough. You’ve got to be good at it. Through talent or practice, you’ve got to be able to perform at a high level.

3 What does the world need?

This is where opportunity comes in. You need to marry what you enjoy and what you’re good at with a need. Something that the world is looking for.

4. What can you get paid for?

And the final question. You’ve got to be able to get paid for the work you do. Otherwise, it’s not sustainable in the long term.

I think it is a really sensible and holistic way to find your purpose. It all comes together in this mega-Venn diagram. Passion, Mission, Profession, Vocation - beautiful.

Summary

Over the past 15 years or so, ‘Purpose’ has become a bit of a buzzword in the world of marketing and personal development. It’s often maligned and misused, but I do think it’s important for all of us to find what it is. So we can live more meaningful lives. So we can create more successful businesses. Defining it is not easy and we often get there through trial and error. Or indeed circumstance. But some tools and principles can help us. Seek them out.

Working for an organisation that shares your own life’s purpose is the ideal scenario. If you share a common goal with your employer you’ll perform at your best. You’ll feel energised, you’ll work hard and you’ll build resilience. Think carefully about who you choose to work for.

If you’re a business leader, set out and communicate a meaningful purpose. It’ll inspire and motivate your team. We’ll all succeed in the end.