In his 2009 TED Talk, Simon Sinek introduces the idea of Start With Why. His core message is this: the people, brands, and movements that inspire us most lead with purpose, not products. They connect at an emotional level before anything else, and it is this emotional level (not practical reasons) that actually drives behavior.
The “why” lives in the part of us that feels, believes, and decides. It is not logical. It is human.
This matters deeply when it comes to your own work and life. If you are not emotionally connected to what you are doing, it becomes difficult to stay motivated, communicate clearly, or invite others to care. And if you are not connected to your why, how can you expect anyone else to be?
The Questions
Once you’ve watched the talk, let the ideas settle. Then come back to these questions. Before you dive in, take a moment to get your journal or a blank piece of paper. Create a little space for yourself, free from distraction, where you can write openly and without editing. These questions are meant to be felt, not perfected. As you move through them, notice what surprises you and what patterns emerge. They often offer quiet clues about the path you are being invited to follow.
1. Besides yourself and your loved ones, who are you doing this all for?
Who do you want to help, serve, advocate for, or impact?
Why does this group matter to you on a deeper level?
Purpose often becomes clearer when it extends beyond us.
2. What do you love doing?
What lights you up?
What gives you energy rather than draining it?
What could you talk about, create, or explore for hours?
Joy is not random. It is information.
3. Is there a belief you hold dear that motivates you to take action?
Is there an issue that upsets you when you see it ignored?
A value you feel compelled to protect or champion?
Belief is often the engine behind meaningful work.
4. Who do you admire, and what is it about them that inspires you?
Think about your Brand Muses or personal role models.
What qualities do they embody that you admire or aspire to express more fully?
Inspiration is a mirror of what matters to you.
5. What is your big end goal?
What would feel incredible to build, contribute to, or experience?
What would you do if you knew you could not fail?
Naming the vision gives it space to grow.
6. Looking back on your life, what would you regret not attempting?
What would feel unfinished if you never explored it?
What calling keeps resurfacing, even when you try to quiet it?
Regret often points directly to truth.
Integrating What You Discover
After answering these questions, pause and reflect.
| What themes or words repeat across your answers? What emotions surfaced as you wrote? Where do your answers overlap or reinforce one another? What feels most alive, honest, or energizing right now? |
Purpose rarely arrives as a perfectly packaged plan. It unfolds through curiosity, reflection, and trust in yourself.
When you stay connected to your why, your path begins to reveal itself, one honest step at a time.
How to Use What You Uncover
As you reflect on your answers, you may start to notice a clear throughline. A set of values, motivations, and intentions that consistently show up across different questions. This throughline is the raw material for a purpose statement.
A purpose statement is not a tagline or a mission to impress others. It is an internal compass. It helps you make decisions, set priorities, and stay aligned over time. When it is clear, it becomes a filter for what to pursue, what to say no to, and how to evaluate opportunities.
You do not need to get the wording perfect right away. Start by distilling what you wrote into a few core ideas. Who you are here to serve. What you care deeply about. The kind of impact you want your time, energy, and work to create. From there, you can begin shaping a statement that captures your why in language that feels honest and true.
This statement can evolve, and it should. Purpose deepens as we grow. What matters most is that it gives you something steady to return to when deciding where to focus and how you want to show up.
Purpose in Practice: The Umbrella That Guides Decisions
When purpose is clear, it acts as an umbrella. It sits above specific offerings, campaigns, or strategies and helps guide long-term decisions about what to create, how to show up, and where to focus energy.
Many well-known companies use purpose statements in this way. Their purpose is not about what they sell, but about the role they want to play in people’s lives and the impact they aim to have. That clarity allows them to evolve while staying aligned.
Starbucks
“We want to be the ‘third place’ in our customer’s daily lives between work and home.”
This purpose statement is not about coffee. It defines an experience and a role. From store design to customer interaction, product offerings, and even music choices, decisions are filtered through the question: does this support being a welcoming third place?
Microsoft
“We empower every person and every organization on the planet to achieve more.”
Microsoft’s purpose establishes who they serve and why they exist at a global level. It guides innovation, accessibility efforts, and product development without limiting the company to any single solution or platform.
Ralph Lauren
“We inspire the dream of a better life through authenticity and timeless style.”
This statement anchors the brand in aspiration and values rather than trends. It informs everything from design and storytelling to partnerships and longevity, allowing the brand to evolve while remaining recognizable.
Élanoura
“We elevate women globally to make their mark and make it matter.”
This purpose sets a clear standard for impact. It informs who Élanoura serves, the experiences it creates, and the kind of work it chooses to support. Rather than focusing on any single program or offering, it centers long-term significance, contribution, and meaningful influence.
In each case, the purpose statement acts as a decision-making lens. It helps leaders evaluate opportunities, say no to misaligned paths, and remain consistent even as offerings change.
Your own purpose can serve the same role. When articulated clearly, it becomes a steady reference point you can return to when choosing what to build, where to invest your energy, and how you want your work to matter.
