We Ruined Purpose

I know that's a bold statement.

Especially coming from someone who has spent more than 20 years helping individuals and organizations discover, define, and live their purpose.

 But I believe it's true.

We didn't lose purpose.

 We ruined it. And I feel bad. Also sad. 

 Not intentionally.

 Slowly.

By turning it into another buzzword. Another corporate initiative. Another leadership slogan. Another career exercise. Another checkbox.

Somewhere along the way, purpose became something we were expected to have instead of something we were meant to live.

Organizations proudly publish purpose statements while employees struggle to see those values reflected in everyday decisions.

Individuals feel pressure to "find their purpose," as though it's a hidden destination they're somehow failing to reach. 

Purpose was never meant to be another achievement.

It wasn't supposed to create anxiety.

It wasn't supposed to make you feel like you're failing because you can't summarize your life's meaning in one inspiring sentence.

Purpose isn't a trophy you earn.

Ironically, the very idea that should bring us clarity has become another source of stress.

That was never the point.

Purpose was never meant to be a finish line.

It was never meant to be a single sentence hanging on your office wall or printed on the first page of a strategic plan.

And it certainly wasn't meant to become another measure of success.

Purpose is much more human than that. Purpose is lived.

It shows up in how we treat people. How we live our life. Priorities we have. The problems we choose to solve. The strengths we naturally bring to the world. The values we refuse to compromise. The impact we have on others, often in ways we don't even recognize.

We've also convinced people that purpose is something you discover once and keep forever. Purpose evolves because we evolve. The purpose that guided you in your twenties may not be the same purpose that inspires you in your forties or sixties. Life changes. Our experiences change us. Our priorities shift. Our understanding of contribution deepens.

 Purpose isn't a destination. It's a compass that adjusts as we grow.

 For those questioning their careers today, I want to offer some relief.

 Stop trying to "find your purpose."

 Instead, become curious.

 Ask yourself:

• When do I feel most alive?

• What kind of work gives me energy rather than only taking it away?

• What strengths do I naturally enjoy using?

• What problems do I genuinely care about solving?

• What kind of impact feels meaningful to me right now?

You don't have to solve the next 40 years. You only need enough clarity to take the next aligned step.

For organizations, I would offer a similar challenge. Don't ask whether your purpose statement sounds inspiring. Ask whether employees, customers, and partners can actually experience it. Because purpose isn't what we say.

It's what people consistently feel.

I wrote this several times before: we need to stop treating purpose as a branding exercise or as a definition of success we arrive. 

Maybe it's time we bring it back to what it has always been:

A guide for making better decisions aligned with who we are. A reminder of what matters most.

A way to create work—and lives—that leave people better than we found them.

Purpose should never become another burden. It should become a light that helps us see where to go next.

The goal isn't to find the perfect purpose. The goal is to make your next decision more aligned than your last one.

Kindly,

Brooke

I believe work should be more than a paycheck—it should reflect who we are, how we want to contribute, and the life we want to create. Through my career and executive coaching, I help people gain clarity, align their careers with their strengths and values, and confidently navigate today's changing world of work. These ideas are at the heart of my book, More Than a Paycheck, where I share the framework I've developed over two decades of helping people build careers they genuinely love. You can always reach me here to have a conversation.