Why do you do what you do? It’s a question that can stop anyone in their tracks. Purpose is our “why” – the reason behind our choices, the driver behind what makes us light up, even during challenging times. The concept of purpose is central to human thought and philosophy, with roots that run deep in ancient ideas and modern psychology alike. Aristotle’s telos, or “end goal,” explored purpose as an essential part of a well-lived life, where every person and object has an inherent goal or function. Beyond the Western world, Ubuntu, an African philosophy, places purpose in the context of interconnectedness, emphasizing the fulfillment that comes from uplifting others and recognizing our shared humanity.

In the world of work, purpose takes on another dimension. It’s the reason behind a company’s mission, the compass that guides decisions, and the unifying force that aligns teams. According to a study conducted by Deloitte in 2019, purpose-driven organizations have a noticeable edge, outperforming their competitors, fostering strong engagement, and inspiring loyalty. The Ipsos Global Trends report 2021 found that customers trust brands with a strong sense of purpose and core values the most.

But why is purpose so powerful, and how does it shape not just individual lives but entire organizations? In this article, we’ll explore the role of purpose in life and leadership, why it’s essential, and practical ways to discover and sustain your own purpose.

Purpose is often described as our “why” – the force that gives meaning to our lives. But it’s more than just a motivational mantra; it’s a practical tool that guides leaders through uncertainty, fuels resilience, and provides a sense of direction. Purpose is deeply personal yet universally relevant, touching on what we value, the impact we want to make, and the legacy we hope to leave behind.

In a working context, purpose is not just about profits or quarterly results – it’s about the unique mission that distinguishes one organization from another. Purpose is the reason an organization exists beyond making money, the central “why” behind its decisions and goals. Leadership frameworks often emphasize purpose as a foundation, recognizing that a strong sense of purpose drives better decision-making, builds trust, and inspires employees at all levels to invest their energy and creativity in the organization’s mission.

Having a clear purpose is like having a guiding star; it anchors us, inspires us, and enables us to keep moving forward with clarity and conviction.

A well-defined purpose simplifies decision-making and serves as a compass, especially in uncertain times. Instead of getting lost in the “how,” purpose grounds us in the “why.” Purpose-driven leaders don’t just set tasks; they create a vision that aligns with personal and organizational values, guiding themselves and others through turbulent times with resilience and confidence.

Purpose also enhances emotional intelligence and adaptability. When faced with inevitable changes or setbacks, leaders who connect to their purpose find it easier to adapt if things don’t go as planned. They view challenges as opportunities to reinforce their mission rather than threats to their stability. This mindset aligns closely with the idea of “essential change” in leadership – a perspective that sees change not as a disruption, but as a path to growth and innovation.

Purpose-driven leaders engage others by aligning their work with a broader mission, which boosts motivation and fosters trust. When leaders demonstrate an authentic commitment to their “why,” team members are more likely to believe in that vision and invest in it themselves. Patagonia, for example, has long been recognized for its commitment to environmental protection, with the mission to “save our home planet”. This purpose is infused into every part of the organization, from product design to supply chain choices, and it attracts employees who are passionate about environmental sustainability. This strong, shared purpose motivates employees to go above and beyond in their work. By aligning their work with a broader mission, Patagonia employees feel empowered to innovate in ways that align with their values, creating a high level of trust and engagement within the company. This purpose-driven approach has solidified Patagonia’s brand loyalty, while also strengthening their team’s motivation and resilience.

Purpose doesn’t just fuel resilience; it fuels personal fullfilment. Studies show that people who feel aligned with their purpose are happier, more engaged, and more successful in their roles. People with a purpose in their work often reach leadership positions because purpose brings focus, enthusiasm, and a commitment to excellence. Instead of merely checking boxes, purpose-driven individuals find meaning in what they do and are driven by a desire to make a difference.

For example, an airport gate agent performing the routine task of boarding passengers might not just see their work as processing tickets. Instead, they view it as helping people reach loved ones, make important meetings, or create memorable experiences. This sense of purpose encourages employees to add personal touches – whether it’s a friendly greeting, a small joke, or going out of their way to help a family board together.

People who connect deeply to their purpose at work report higher job satisfaction and are more likely to remain committed. Purpose can transform routine tasks into meaningful contributions and provides an intrinsic motivation that goes beyond financial rewards. This connection to purpose makes daily tasks more fulfilling and positions individuals for personal growth, increased productivity, and more significant achievements.

Purpose is most powerful when it exists on both an individual and an organizational level. The magic happens when personal purpose aligns with an organization’s mission. Employees who see their own values reflected in their company’s purpose are more engaged, loyal, and productive. In fact, research from Deloitte shows that companies with a strong sense of purpose not only grow three times faster on average than their competitors but also foster a more engaged and motivated workforce.

Consider companies like Patagonia, which embeds environmental responsibility into its core mission. Employees at Patagonia aren’t just making clothes – they’re contributing to a sustainable future, which attracts people who value environmental impact. This alignment between personal and organizational values leads to higher engagement and satisfaction, as employees feel they’re part of something bigger than themselves.

This alignment doesn’t just benefit individuals; it drives collective success. Organizations with a strong purpose tend to outperform competitors because purpose-driven teams are more innovative, resilient, and committed. Purpose provides the “why” behind their work, inspiring them to reach beyond mere productivity and focus on creating lasting, meaningful impact.

At this point, you might be thinking, “Okay, bettercoach, but what about your own team? What is their purpose, and how can they live it through bettercoach?” Glad you asked!

Fabian Lessenich, Head of Coach Pool, finds his purpose in helping people find their sources of power by using his social intelligence. “Guided by growth and a sense of community, I aim to create a more connected world.” As a Team Lead, Fabian loves engaging with his colleagues to help companies establish and create growth and development communities. Every task is a chance to contribute to something bigger: igniting sparks of growth in others. “My curiosity helps me continually find new ways to improve the work we do at bettercoach every day.” 

Curiosity is a core value that connects many bettercoach staff members – for obvious reasons! After all, fostering deeper connections in the workplace requires an openness and a willingness to learn from others. Susann Reiter, Head of People & Culture, says living in her purpose means building an environment where the team feels genuinely supported, valued and empowered to grow. “Through People & Culture initiatives, I focus on designing policies and programs that prioritize well-being, open communication and a sense of belonging. My goal is to nurture a culture rooted in empathy, collaboration and continuous learning, creating a community where everyone feels empowered to contribute and grow. This approach enables me to align my passion for meaningful human connections with my daily work.”

Finding your purpose isn’t an overnight process; it’s a journey of reflection and growth. Purpose exploration involves understanding your strengths, passions, and core values. If you’re unsure where to start, exercises like the Purpose Discovery Exercise can help. This process involves crafting a personal purpose statement that aligns with your unique qualities, experiences, and values. Think about what excites you, what makes you lose track of time, and where your skills meet your passions. These insights can lead you to a deeper understanding of your purpose.

Coaching is another powerful tool in the journey of discovering purpose. A skilled coach can provide guidance and accountability, helping you uncover your values, strengths, and goals. Through structured reflection and honest dialogue, coaching can bring clarity to your purpose and support you as you continue to evolve and adapt your purpose over time.

Purpose isn’t static. It’s natural for our sense of purpose to shift as we grow, encounter new experiences, and gain a deeper understanding of ourselves. By revisiting your purpose regularly, you can ensure it stays aligned with who you are and what you want to achieve, both personally and professionally.

Purpose isn’t a nice to have – it’s a necessity for anyone who wants to lead with authenticity, resilience, and impact. Leaders who embrace their purpose become more adaptable, resilient, and inspiring to those around them. They create environments where trust, innovation, and engagement thrive. In a world that’s constantly shifting, purpose is the steady force that keeps us grounded, motivated, and excited for what’s next.

Take a moment to reflect on your own “why.” Why do you get out of bed in the morning? Why do you make the choices you make? By finding and living with purpose, you’re not just reaching goals; you’re creating a fulfilling journey – one that brings out the best in yourself and those around you. Purpose is the spark that turns work into a mission, transforming ordinary moments into meaningful milestones, and ultimately, enabling us to build a legacy that endures. Whether you’re a leader, a team member, or someone just starting out, embracing purpose is the first step toward a life and career that truly matter.