Why does defining your purpose matter?

We spend over 90,000 hours of our lives at work. That time shouldn't just pass, it should matter. When your work connects to a deeper purpose, it’s more than a job. It becomes a source of fulfillment, energy, and impact.

Research backs this up:

• 89% of Gen Zs and 92% of millennials say a sense of purpose is important to their job satisfaction and well-being. 

• People with a strong sense of purpose have a lower mortality risk

• Purpose-driven employees are higher performers and have higher levels of fulfillment

• Purpose-driven companies outperform the market
  
  

Use this purpose-defining activity to start

We use a hands-on madlib-style framework to help people define what truly matters to them at work and beyond. Below is a simplified version of that exercise (found in our Power of Purpose course), designed to help you reflect and write a clear purpose statement in four steps.

Grab a pen and paper (or your favorite notes app), and let’s begin.

Step 1: Reflect on when you felt most alive

Ask yourself: When have I felt the most meaning or fulfillment?

Look back before you try to look forward. Instead of imagining how it might show up, where has it shown up already? Purpose often hides in plain sight, in moments you're already proud of. These aren’t necessarily your biggest wins, but the ones that lit you up.

• What were you doing?

• Who was around you?

• What part of you came alive?

Pro tip: Sketch or describe 1–2 standout memories. They’re clues to your values.

Step 2: Identify who you are helping

Ask yourself: Who was I serving?

Purpose is rarely self-centered. It's about service. Think about those meaningful moments—who were you helping?

It could be:

• Your team or organization

• Your customers or community

• A cause you care about
  

The clearer your audience, the stronger your purpose.

Step 3: Articulate the impact you made (or want to make)

Ask yourself: What impact did I have? 

Now, connect your actions to outcomes. In the moments that mattered:

• What changed because of your efforts?

• How did someone benefit?

• What would you love to impact next?

This is where your purpose becomes tangible, not just what you do, but why it matters.

Step 4: Draft your purpose statement

Bring it all together with this simple madlib structure:

“I exist to __________ (your desired impact) in order to serve __________ (your intended audience).”

Not perfect? That’s okay. You’re building direction, not drafting a mission statement for the ages. Once you have a working version, keep refining until it feels like you.

Here are a few inspiring examples:

• “We exist to help people on their path to better health.” – CVS

• “We are a global design company committed to creating positive impact.” – IDEO

• “We exist to make your world a safer place.” – IAG

How this activity helps you define your purpose

You’re not answering "What is purpose?" in the abstract—you’re anchoring it in your lived experiences, your values, and the change you want to create.

And you’re not doing it alone. We’ve helped thousands of learners define personal, team, and organizational purpose. This is just the first step.

In our online Power of Purpose Course, you’ll learn how to activate your purpose through strategy, storytelling, and leadership, whether for yourself, your team, or your entire organization.

A version of this article originally appeared in Quartz written by Power of Purpose Instructor Joe Brown.