The most motivated employees ("freedom fighters") offer unparalleled commitment, but only if the company's mission is authentic. Unlike mercenaries (paid) or conscripts (obligated), they demand integrity and will quickly expose any disconnect between the stated mission and reality, making them a high-reward but high-maintenance talent segment.

Purpose isn't exclusive to high-status professions. Any job can become a source of deep purpose by connecting its daily tasks to a larger, positive impact. A NASA custodian can be "putting a man on the moon," and a parking attendant checking tire treads can be ensuring driver safety. Purpose is a mindset.

Stating that your company's purpose is to make a profit is not a compelling 'why' for employees or customers. A true purpose should be a unique identifier, like a thumbprint or DNA, that distinguishes the organization from all competitors who are also seeking profit.

Successful, long-standing organizations risk conflating their identity (how they operate, e.g., "active global investor") with their purpose (the ultimate mission, e.g., "maximize return"). Leaders must constantly challenge whether their established identity still serves the core purpose, avoiding decisions that merely preserve the status quo.

After burning out, Bumble's founder returned with renewed purpose by reframing the company not as an app, but as a "vehicle to deliver love." This elevated, mission-driven perspective—seeing the company as a means to a greater societal end—can be a powerful tool for leaders to overcome fatigue and reconnect with their work.

Instead of chasing trends or pivoting every few weeks, founders should focus on a singular mission that stems from their unique expertise and conviction. This approach builds durable, meaningful companies rather than simply chasing valuations.

One-off volunteer days or CSR initiatives are superficial fixes that employees recognize as inauthentic. Purpose must be the core reason a company exists and be embedded in every decision, not treated as a separate, performative activity to boost public image.

Instead of adding more goals, use a three-part filter to audit them. A goal must support your nervous system (peace), meaningfully advance the business (profit), or align with your desired impact (purpose). This ruthless audit eliminates energy-draining tasks that were never truly yours.

Framing content creation through a "legacy lens"—asking if a piece of work would matter if it were your last—fundamentally shifts the focus. It moves beyond tactical strategy ('what works') to core beliefs ('what's worth saying'), resulting in more meaningful and impactful communication.