Exploring Purpose Through Multiple Lenses

Daniel Ahlers

Purpose is one of those words that’s easy to say, but harder to live. It’s not a tagline, a set of goals or a marketing slogan. And it’s certainly not static. It’s something we grow into, refine, and rediscover – again and again.

So what is purpose, really?

In essence, purpose is about clearly understanding why you do what you do, whether as an individual or as part of a team or organisation. It provides meaning and direction, and it can be a powerful motivator in both personal and professional contexts.

Equally, leading without a sense of purpose can have a negative impact – on us as individuals and on the teams we lead. In a recent podcast, Simon Sinek shared that when people lead without a sense of purpose or cause, it creates stress in the system and in those around them, which can literally weaken our immune system and ultimately harm those around us.

Let’s explore purpose through several distinct yet complementary lenses.

1. Purpose vs. Mission vs. Vision (Peter Hawkins)

In the Systemic Team Coaching framework, Professor Peter Hawkins offers a helpful distinction:

A mission is what we want to achieve — it’s internally driven and often rooted in ambition or competition.
A vision paints the picture of what success looks like once we arrive.
But the purpose is different. It’s about who we serve and the value we create for them. It’s outside-in, not ego-driven but eco-system aware. It’s our reason for being — our big “why”.

As Hawkins puts it:

“The purpose creates the team, not the team their purpose.”

The same is true at the individual level. Purpose is not something we invent — it’s something we uncover by listening deeply: to our context, to those we serve, and to what the world needs from us now.

We all have unique gifts and talents. Uncovering what you can uniquely do that the world of tomorrow needs gives you a clear and legitimate place in this world – the one you are meant to fulfil. As Peter Hawkins playfully shared in a recent talk, “all the other places are already taken!” Imagine if we were to explore this in depth with those around us, in particular those we hold most dear.

Purpose can also prove helpful in giving direction in the day-to-day. For example, one simple, powerful practice Peter Hawkins recommends beginning any meeting or gathering with:

“The purpose of this gathering is to …”
Invite everyone to complete the sentence. Notice what emerges – it often reveals far more than an agenda ever could.

The invitation is thus to be curious, to explore what the purpose of things are, in particular those we take for granted.

2. Purpose and Well-being: Eudaimonia vs. Hedonia, with a touch of Ubuntu

This distinction, from the language of well-being psychology, was shared with me by a wonderful fellow coach, Jeanne-Elvire Adotevi Biliès, on the Platinum Coaching Journey I’ve been a part of through Coaching.com:

Hedonic happiness: pleasure, comfort, enjoyment
Eudaimonic well-being: meaning, growth, self-realisation, and contribution to something beyond ourselves.

Jeanne-Elvire and I also share a passion for bringing the awesomeness of Africa to the wider world. There is so much depth and wisdom there that we can all benefit from. Many of you are familiar with the concept of Ubuntu – I am, because you are – and the notion of the Indaba – speak from the heart, listen from the heart – widely used across Southern Africa and in particular to great effect during the Truth and Reconciliation Commission in post-apartheid South Africa. Both these deeply human principles dovetail beautifully with eudaimonic well-being.

Living with purpose, in this sense, is about aligning with our deeper values, pursuing our potential, and making a difference. It requires the courage to open ourselves to who we really are, now (vs who we wish to be or aspire to be). It’s an invitation to know thyself. And in doing so, we can bring our unique gifts to bear and step into what we can uniquely do that the world of tomorrow needs.

Leaders who cultivate eudaimonic well-being tend to demonstrate greater resilience, clarity, and fulfilment — not just personally, but systemically. And as you walk that path, I invite you to weave in the spirit of Ubuntu, with a commitment to speak and listen more from the heart.

3. The Personal Lens: exploring Suzy Welch’s “Area of Transcendence” and Ikigai

To uncover one’s purpose, we need to cultivate our capacity to pause and reflect. This fundamental and vital skill is literally under siege from the growing armada of distractions that big-tech is throwing at us while they vie for our attention. Much of the technology is excellent and super useful, however we all need to build our capability to interrupt the “attention grabbing” pings, alerts, notifications and our own little habits that creep in and push us to dive into social media or news feeds.

I’ll be honest: I had been doing well, but in the past few months with the global frenzy, I slipped back into unhelpful news-scrolling habits. So, I pause. I notice. I congratulate myself for noticing. I reflect on what I really want. And I re-engage with a new practice, supported by those around me.

We are social beings – doing any of this alone is very challenging. My invitation to us all is simple: don’t wait. Reach out right away, find the support and then co-create the way forward. We can waste much time and energy thrashing around on our own. Again, I speak from experience – my tendency is to do things alone because in my mind (old ingrained habit) it’s faster and I need to constantly remind myself of “polé polé” – slow and steady and the beautiful African proverb “If you want to go fast, go alone. If you want to go far, go together.”

With the support in place, we can now look at two complementary approaches to help us discover our purpose:

Firstly, I encourage you to explore Suzy Welch’s approach and her book by the same name, “Becoming You”. Suzy invites us to explore purpose at the intersection of:

Our deepest values
Our unique aptitudes
And work that is economically viable and meaningful

This “Area of Transcendence” is where we feel most alive — and most aligned. It’s a space that feels both energising and of service. It’s purpose in action. Her work reminds us that purpose isn’t something grand we need to chase. It’s often already present, waiting to be clarified and lived more fully, and links clearly to our gifts or aptitudes enabling us to step into what we can uniquely do that the world of tomorrow needs.

Secondly, the Japanese concept of Ikigai, which translates to “reason for being”. Ikigai represents the idea of finding purpose and meaning in life, through the exploration of the following elements and identifying where they intersect:

What you love (passion)
What you are good at (vocation)
What the world needs (mission)
What you can be paid for (profession)

Both models offer pragmatic ways to make purpose more tangible and accessible. Choose one. Reflect. And, importantly, reach out to someone you trust — to share, explore, or simply act as an accountability partner.

4. The Organisational Lens: Our purpose at the Centre for Coaching

At the Centre for Coaching, our purpose has always been to unleash possibility in ourselves, others and the world around us — not as a once-off event, but as a sustainable way of being and working. It’s why we invest so much in enabling transformative learning and conversations — because we know they create ripples of change. We foster growth and value-creation that positively impacts society, while embracing and sharing the spirit of Africa with the wider world through the principles of Ubuntu and the wisdom of our shared humanity.

If this speaks to you, we’d love to walk the journey alongside you. We want to go far, and we know that to do so, we need to go together, while embracing the wisdom of our shared humanity.

Purpose in Practice: Three Simple Ways to Stay in Conversation with Your “Why”

Purpose is not something you define once and file away. It’s a living conversation — one we return to again and again, especially in moments of change, transition, or stretch. This month’s practices are designed to help you reconnect with your “why” in ways that are simple, practical, and meaningful.

1. Complete the Sentence: “The Purpose of This Gathering Is to…”

Whether you’re leading a meeting, having a coaching session, or hosting a family conversation, pause and invite everyone to complete this sentence.

“The purpose of this gathering is to…”

This practice, inspired by Peter Hawkins, does two things: it invites clarity and connection. It reminds us that even ordinary moments can hold extraordinary intention when we name what they’re truly about.

Try this once a week and notice what changes in tone, attention, and trust.

2. Pause and Reflect: A Micro-Journaling Prompt

At the start or end of your day, take five quiet minutes and complete the following:

Today, I felt most purposeful when…
The values I lived today were…
One thing I can do tomorrow to move closer to my purpose is…

And at the end of the week, take some time to reflect on the question:

What is it that I can uniquely do that the world of tomorrow needs?

This practice is about cultivating eudaimonic awareness — bringing attention to the moments that align with meaning, not just output.

3. A Purpose Walk — Alone or With a Partner

Choose a walk (20–30 minutes is enough). During the walk, reflect on the following:

What do I feel drawn toward right now?
Where am I already making a difference — even if I don’t always see it?
Who or what am I in service of?

If walking with someone else, take turns sharing reflections. Then pause at the end and simply ask: What did you notice?

This embodied practice helps loosen the grip of overthinking and lets purpose emerge from deeper within.

Try one. Or all three.
And most importantly: don’t do it alone. Purpose lives in relationship — to self, to others, and to the world around you. So reach out, reflect together, and stay in the conversation.

Closing Reflections & Resources

I invite you to take a quiet moment — even just a few breaths — and consider:

What is it that I can uniquely do that the world of tomorrow needs?
Where might I bring a bit more purpose today?

These aren’t questions we need to answer once and for all. But by staying in conversation with them, we reconnect with what gives our lives meaning — and what allows us to lead from a place of deeper clarity, compassion, and courage.

Below, we’ve included a few resources we’ve found inspiring and hope will support you on your journey.

Listen and Watch

Simon Sinek – “How Great Leaders Inspire Action” (TED Talk). A classic, and for good reason. Sinek explores how great leaders start with “why” and how this fuels trust, loyalty, and purpose.
The Cure for Nihilism – Simon Sinek Podcast with Suzy Welch. In this honest and energising episode, Suzy shares how reconnecting with meaning and contribution helps us combat apathy and align with our true selves. Listen to the podcast
Where is Simon Going? – Podcast with Cal Fussman. A thought-provoking conversation on what’s emerging for Simon Sinek and how leaders can stay connected to what really matters, especially when the path ahead isn’t clear. Listen to the podcast

For Further Exploration

If you’re curious to dive deeper into the frameworks mentioned:

Becoming You by Suzy Welch – A pragmatic and inspiring guide to discovering your “Area of Transcendence” and aligning your life with your gifts, values, and vocation.
Explore the book and framework https://www.suzywelch.com
Ikigai: The Japanese Secret to a Long and Happy Life by Héctor García and Francesc Miralles – A simple but powerful way to reflect on your purpose through the lens of passion, profession, mission, and vocation. https://www.amazon.com/Ikigai-Japanese-Secret-Long-Happy/dp/0143130722/
Explore Ikigai visual frameworks and tools https://positivepsychology.com/ikigai-books/ (you can download a free Ikigai exercise pack)
How Leaders Can Create a Purpose-Driven Culture by Rodolphe Durand and Ioannis Ioannou – Leaders are increasingly called to ground their organisations in something deeper than profits. This Harvard Business Review article offers practical insights on how to build a culture where purpose drives decisions, behaviors, and long-term impact. It’s a thoughtful read for anyone looking to lead with greater intention and integrity.

https://hbr.org/2023/11/how-leaders-can-create-a-purpose-driven-culture

Final Words

Thank you for walking with us through this reflection on purpose, both yours and ours.

We hope this edition sparked something valuable for you: a moment of pause, a shift in perspective, or a new step forward. If you feel inspired, we invite you to share this newsletter with someone you care about or bring one of the practices into your next conversation or gathering.

And if you’re ready to deepen your journey, we are here.

With purpose,
Daniel Ahlers
Managing Partner and Director