Find Your Purpose

Sign that says Find Your Purpose

In 2009, leadership expert Simon Sinek gave a TED Talk that shook the business world. His message was simple but profound: companies that start with why—their purpose—can inspire people and create a greater impact on customers, communities, and even the world.

At that time, I was deep in corporate America, where it felt like every meeting included a conversation about the company’s “why.” To be honest, I didn’t think much about it since that decision was way above my pay grade, and I was sure marketing had already drafted something catchy. Plus, I was too busy with my career and starting our family. Sixteen years later this topic has come into my purview again. This time I am not just a cog in a fortune 500 company machine. I am the owner and CEO of my own company, and I’ve come to believe that starting with why applies not only in business but in life as well.

Many moons ago after graduating from college, I worked in the import export industry. Wanting to use my Japanese language skills and my business degree I was enticed with the international exchange of goods and services. After a few years of tracking Nintendo shipments, the shine wore off and I moved into the world of non-profit. I stumbled into a position working for a Native American trade organization. There, I discovered my first real sense of purpose: to protect and advocate for the rights of Natives and Tribal governments. That job and the legendary tribal leaders that I learned from pushed me to want to do more and to do that I went to law school. Graduating and passing the bar, I was equipped to start my career in tribal advocacy. My passion for the work lit me up and the energy I put into it was contagious. But after more than a decade in Washington, DC burnout set in. I transitioned into corporate America, still serving Natives and Tribal governments but now through finance. Over time, as I climbed the ladder, my focus blurred. The passion I was once known for started to fade.

Six years removed from my former corporate life; my right brain has taken the lead. I’ve stepped into more artistic work—writing, speaking, creating—simply because it brought me joy. That joy, and the impact it had on others, reignited my sense of purpose. I realized what Sinek was pointing to all along: when I’m connected to my why, my passion is magnetic, and it naturally draws others in.

Today, as an entrepreneur, I lead with purpose: to spark Limit*Less thinking through authentic being.

Purpose in business is no different than purpose in life. Yes, it can feel like a big word loaded with pressure. But at its core, it’s the reason why we are here, at this time in the evolution of life. It doesn’t have to be grandiose. The simpler the better. It just needs to be that one thing that lights us up. In a moment of stillness, ask yourself what excites you, where is your passion. Then listen, you will receive an answer. Follow it and do more of it. With time, your purpose will reveal itself more clearly, and you’ll realize it’s been with you all along. Once you see it, the only question left is: What will you do with it?