Yet, I couldn't find this authentic purpose anywhere in their strategy.
This "spark" is your authentic purpose, the reason you get out of bed in the morning.
This sense of authentic purpose, the true reason for a company's or product's existence in the world, can be powerful and compelling.
When we look at the things that each of us has learned most deeply in our lives, the same certain conditions almost always apply: Among other things, we had an interest and a passion for the topic, we had a real, authentic purpose in learning it, we had agency and choice, deciding what, when, where, and with whom we learned it, and we had fun learning it even if some of it was "hard fun".
The answer to that question is your authentic purpose.
A deeper, more authentic purpose will sustain you, lasting long after the thrill of the byline fades.
However, you and your employees have the power to explicitly state and cultivate a common sense of authentic purpose that is communicated to customers but also felt throughout the organization.
And according to Gustin, we are perhaps the only entities on Earth that actively refuse on our own authentic purpose.
Before uncovering and unleashing your authentic purpose, you have to first realize and recognize the phony purpose you may be chasing in life.
That is authentic purpose.
