Have you found your "why"? Please keep looking!

Ah, purpose. A buzzword, a marketing gimmick, an empty phrase, and a load of nonsense. And yet it’s vital! Provided, that is, you understand the context and meaning, and recognize what it’s really all about. Let me spoil the ending right here: it’s about much more than just your purpose; it’s also about much more than that famous “why”—the shining “why” that supposedly everything revolves around. The roots run much deeper.

For what is meant to emerge to finally come into being, we must draw the circles much wider than they are depicted in the ubiquitous Golden Circle described by Simon Sinek. Otherwise, what is intended and desired by all those seeking their purpose will not flourish. Instead, they will find only something similar and will soon find themselves once again at a loss in the face of life’s challenges, looking on with disappointment at their withered achievements.

This is about so much more than just those programs that promise all kinds of happiness in life—as long as you believe in yourself, smile at yourself in the mirror every morning, and finally do what you love (and sign up for an online course to guide you).

What pleasure means—and what it doesn't cure.

After all, if the point were that one’s spiritual well-being is restored by doing what one enjoys—cocaine, pizza, alcohol, TikTok, and Netflix would have long since made their way onto the list of natural remedies. But they haven’t; quite the opposite, in fact. For, as Prof. Viktor E. Frankl told us many years ago: “When a person cannot find a deeper meaning, they distract themselves with pleasure.” What might that be? See above, supplemented by excessive exercise, aggression, shopping addiction, and the like. What pleasure means is as varied as tastes are, and just as misguided to boot.

The only real scarcity of our time.

The longing for purpose is immense and growing at an explosive rate. This is evident, for one thing, in the fact that it is discussed so frequently—a phenomenon that can only be explained by enormous demand. After all, every trend and every fad emerges only when there is something that interests many people, that they urgently want to have, that they like and pass on, because in doing so they simultaneously reveal and discover something about themselves. This applies to mundane things like fashion accessories that everyone must have—paradoxically, to demonstrate their individuality—to linguistic annoyances like the epidemic of being unable to form a sentence without the word “exactly” appearing at least once or twice, so as to prove one’s belonging to a certain scene—and indeed to social developments that make waves, whether positive or negative.

As we all know, the scarcer the commodity, the greater the desire for it. Something everyone wants, like tickets to an Oasis concert or the Swatch Royal Pop . And then there’s the only true scarce commodity of our time—something we all need: purpose. Meaning in what we do, meaning in life, an answer to the question: Why am I here?

Time and again, without exception, the scarcity of “Purpose” strikes me whenever I witness the audience’s reactions—live, in the news, and in social media posts—after one of my keynotes on purpose-driven narratives and how they empower us as individuals, companies, and a society. It’s like kicking down open doors into an inner chamber that many didn’t even know they had, and now suddenly feel what’s pulling and stinging and hurting and whistling and grinding inside them. The existential vacuum.

Actually, everything’s fine (if you ignore the state of the world), but somehow something’s missing. It works, you function, but nothing sparks or shines. Most people are in a relationship with themselves, just like those proverbial old married couples. You live together, but your Tinder profiles would definitely not match. Not anymore, because you’ve lost sight of each other. Of yourself. The self you once wanted to become, right?

The food warmer.

Something similar is happening in companies, in workplaces that, on a large scale, often serve little purpose other than as holding tanks for the drudgery of life. Here, too, people function, get things done, work through their tasks, and occasionally ponder how AI tools might make their lives easier—at least until an AI tool actually takes their job away. On Thursdays, they head to after-work drinks to recharge with hard liquor, and on Fridays, they work from home.

If the figures circulating are even roughly accurate—that a meager 15 percent of employed people feel a genuine connection to their work, while the vast majority simply go through the motions or have long since mentally checked out, and that 25 percent of people even actively work against their own employers because they think they’re so terrible—then it’s no wonder that the number of people with mental health issues is skyrocketing. Already, 11.4 percent of sick days are due to mental health issues, and the damage caused by mental burnout is estimated at 105 billion dollars, according to reports.

From " Why" to " What For": the crucial step.

It is therefore hardly surprising that the search for purpose—at least the latent kind—is capturing the imagination of more and more people. People finally want to know again why they are here. Better yet: what they are here for. That is the key. It’s not just about the “why”; it’s about more than that. Those who have found their “why” are on the right track; what is needed is the “what for.”

Why? Here’s why: The “why” usually (as every rule is confirmed by exceptions) points to the past, to a source of pain, and to oneself. There’s nothing wrong with that. In fact, it’s the only right place to start—but that’s all it is. Without exception, every transformation begins with an imbalance: pain, desire, suffering, a cry for help, disaster, hope.

Something is no longer as it used to be, or what we’re used to is no longer good enough. When this imbalance becomes sufficiently uncomfortable, when the pain is great enough, we step outside our familiar world, set ourselves in motion, and seek out the new beyond safe ground. We venture into the unknown, uncertain realms of the new. This driving force to leave the old world behind is the “why,” the purpose. It sets us in motion, setting the hero’s journey in motion.

For some, it’s a burning passion for a particular subject that they channel into an education and eventually a career. For others, it’s an idealized body image they hope to achieve through diets, exercise, and the beneficial remedies from Dr. Anna Bolika’s home medicine cabinet. Still others dedicate themselves to the goal of being the best parents in the world and therefore do everything diametrically opposed to how they themselves were raised as children. Others, in turn, can no longer look away from animal suffering, take to the streets for the environment, or get involved in local politics because no one else is doing anything. Or they play chess in a club, act in school plays, or play the tuba in a marching band.

You can't fill a vacuum with outdoor work.

The situation is similar in the business world. While the majority of companies were founded on the basis of a business idea—that is, driven by economic motives—many were established to solve a problem, and an increasing number to address a social injustice through entrepreneurial means. While the latter were born out of a sense of purpose, the large group of profit-driven companies is increasingly searching for the “why,” because they sense—and even understand—that while success may initially manifest in dazzling quarterly figures, growth rates, and profit distributions, there is a growing sense that these things leave behind a void, much like coke, pizza, alcohol, TikTok, and Netflix. People want more and more, but feel that it’s never enough. Enough is never enough, no matter the quantity. Because you can’t fill a vacuum with external activities.

The definitive work on this subject was written by Maximilian Glanz under the title *Why Is It That Individuals Don’t Feel Well, Even Though We’re All Doing So Well?*. As real as that sounds, both the work and its author are fictional—both spring from the pen of the renowned Helmut Dietl and can be seen in the TV series *Der ganz normale Wahnsinn* (The Perfectly Normal Madness ). Isn’t that the perfect headline for our times? I fear, however, that the “… even though we’re all doing so well” part won’t last much longer. Just in case, there’s already a replacement available today: a real work by Prof. Michael Lehofer titled Too Much of Everything and Too Little of the Right Things, with a spoiler in small print on the title page: Encounter · Vitality · Love.

Our civilization has long since dissolved into a culture of excess. Too loud, too much, too fast, too simultaneous, too… too… too… From every crack in our fragile era, a shrill “Buy me!” screams at us—the siren call that hurls us backward in a somersault into the pre-Enlightenment era. Immanuel Kant spoke nearly 250 years ago about self-imposed immaturity. Tyler Durden put it this way in Fight Club: “…the things you used to own, now they own you.” We buy things we don’t need with money we don’t have to impress people we don’t like. Many see themselves in this group. What that must mean: see above.

From "Why " to " Wow! " and on to the impact.

The purpose we have discovered—the “why”—is the ray of light we can follow; yet the journey of exploration, the path of transformation, has only just begun at this point. For that purpose to become a genuine cause and for what truly empowers us as individuals, companies, and a society to unfold, more is needed. A “for what” and a “for whom.” Only then do the driving forces emerge that allow us to experience and realize the meaning of it all in thought, word, and deed.

We humans are always in relation to someone else; the “I” needs a “you” so as not to swell into an ego and, in turn, wither away in frustration within itself. We need a compass whose needle points beyond our own success, beyond our self-realization. To a place where success is not a goal but a consequence—where it is called success precisely because it follows. And it follows benevolent, principled, authentic action, for …

Anyone who can translate their "why" into "what for" and "for whom " will consistently discover that, in the famous Golden Circle, the "how " and the " what" cannot be the whole story.

There is even more potential in the “what” —that is, the specific range of products and services. After all, excellent products and services, which are the tangible result of a relevant cause brought to life, not only perfectly fulfill their purpose but also inspire enthusiasm. People say “Wow!”; they want to be part of this cause themselves, to belong to this community of like-minded people, and to spread the enthusiasm. Together with the brand, they enter the next, decisive circle of the narrative: the sphere of influence.

The Hero's Journey as a blueprint for finding meaning.

From “Why” to “Wow!” and on to the impact. Doesn’t this strikingly remind us of the hero’s journey model—that inner mythological dynamic inherent in every true story, that is, every value-centered narrative of transformation?

As a reminder: A person is forced to leave a painful situation in their familiar world (Why), ventures into an unknown land full of trials, which they ultimately overcome in their own way (How), obtains an elixir (What), and returns to the old world with it, where, to the delight (Wow!) of their fellow inhabitants (For whom), they use this elixir to improve the old world (Effect and Purpose).

The task is accomplished; the task is fulfilled. This is far more than simply work done; it is a goal realized—so called because it involves an important task that lies before us, and it is up to us to see it through. This is how meaning is realized; this is how meaning is experienced. This is how success is achieved. We succeed as individuals, teams, companies, and a society because, through discovery-based learning, we transform ourselves into the people we were meant to be.

Purpose and profit: not a contradiction, but a source.

I often hear people say at this point that now isn’t the right time to focus on purpose, given that everything is in upheaval—everywhere you look—and everyone has to make sure they can keep their business afloat. – You couldn’t be more wrong!

For not only are purpose and profit not opposites, but purpose is actually (in the true sense of the word) the most sustainable, powerful, and rich source of profit. This is especially true when purpose gives rise to meaning.

Meaning emerges when a relevant cause becomes tangible and real—through the products, through the corporate culture, and through the company’s actions in its business and beyond. As long as it remains limited to social media posts and posters, the purpose is nothing more than a pose. When a company authentically lives out its purpose, the infectious superpower of a compelling narrative emerges—whatever you choose to call it: brand story, employer branding, mission statement, or guiding principle.

Founded in 1938, the American outdoor sports retailer REI is committed to encouraging people to spend more time in the great outdoors. Under the slogan #OptOutside, the company launched a spectacular initiative in 2015. On Black Friday, the biggest shopping holiday of the year, REI took a stand, keeping all stores—including its online store—closed so that people, especially its employees, could spend the holiday outdoors instead of going shopping. The success, in terms of media coverage alone, was spectacular; many other stores followed suit, and national parks offered free admission. A movement was born—a movement for movement, so to speak. Wow! What an impact!

By the way, this wasn’t a one-time promotional campaign. #OptOutside has been repeated every year since then, and in 2022, the company announced that it would close on Black Friday going forward and give its 15,000 employees the day off . Learn more here.

A statement, not just decoration.

Companies that succeed in conveying their significance in a way that resonates with people also perform better in business. This has been extensively studied worldwide over many years, across all industries, company sizes and types, B2B and B2C, in the Meaningful Brand Index , for example.

The numbers are clear and speak for themselves: dramatically improved KPIs, including stock prices; significantly higher willingness to buy; higher employee engagement rates; greater efficiency, innovation, and price premiums; and significantly lower rates of sick leave compared to companies that lack these qualities. This isn’t about window dressing or superficial embellishments—it’s about the meat of the matter. It’s about the big picture. People’s expectations of companies—whether as employers, B2B partners, or providers of products and services—have changed dramatically. Anyone who tries to fit these new expectations into their old framework has already lost, because the house is already on fire, even if they can’t see it yet.

Those who stand up for themselves and their principles, and don’t back down when someone crosses them, will be rewarded.

Stories that empower everyone.

Wow! and impact always arise when powerful, value-driven, purpose-centered narratives carry a company from within. Then everyone has something to believe in. This doesn’t necessarily have to involve philanthropic activities, social initiatives, or environmental protection measures. Of course, that never hurts, but the crux of the matter is that we humans need to know why we’re here, no matter what level, role, or position we hold. Then we experience relevance; then we feel a sense of purpose, even if we can’t always put it into words.

We are where we are because we are who we are, and we are always shaped by the stories we tell ourselves and each other. About ourselves, about the future, about the economy, about what we love, hope for, and hate, and about what we want to do with ourselves and our lives. Who we are.

Leaders who understand this know that their greatest opportunity and noble mission lies in creating opportunities for their team members to flourish, and that they can measure the success of their work by the fact that they have made themselves unnecessary. When personal growth and a sense of connection come together, they create the sense of security needed to carry out meaningful tasks in which everyone involved feels valued.

That would be a story of leadership that empowers everyone. It speaks of a genuine interconnectedness of everything within everything, in all its diversity. It speaks of boundless cooperation—even in situations of conflict—of finding meaning in personal growth through one’s own contribution to the greater whole, and of the “I” that only becomes an “I” through the “you.”

It is divided into informative chapters with headings such as:

Mentors are the new heroes.

For each other is the new against each other.

Spirit is the new reason.

Being is the new having.

Shaping the world is the new work.

Purpose is the new profit.

Success is the new winning.

Encouragement is the new parenting.

Depth is the new more.

These narratives reveal the five major areas of human longing: connection, self-actualization, security, meaning, and the resulting sense of relevance. And it’s no wonder that futurology (whatever that may be) predicts that these very areas will be the most important ones in the future—especially for businesses.

The lever is within reach.

When companies create value there, they build resilient relationships with employees and customers because they turn purpose into meaning, elicit a "Wow!" reaction, and have a positive impact. Please spread the word!

The economy has long been the most powerful narrative machine of our time. It provides a lever for responsibility that is within reach, one that each and every one of us can pull, wherever we are, with what we have, here and now.

If you want to do this for yourself, your team, or your company, and need guidance on the journey from “Why” to “Wow!” and impact —to build a meaningful, overarching narrative—you know where to find me. For example, on my website markusgull.com. There you can book a free initial consultation and bring me in with my toolkit.

Oh, and before I forget: If anyone has any Oasis tickets to spare, please let me know. Because, if I remember correctly, the title of Oasis’ssecond albumis something like: *New Story. New Glory.*