From Values to Purpose

katrincharlton
Aug 4
4 min read

Updated: Aug 8

In a previous blog, I explored leading with your core values — those steady inner anchors that help you lead with integrity, especially when things are in flux.

But there’s another, equally vital piece of the puzzle.

If values are how you move through the world, purpose is why.

Values guide your day-to-day decisions; purpose gives those decisions direction.

And right now — with so much changing in leadership, business, and life — this feels more important than ever.

The Power of Why

A few months ago, one of my clients — a senior executive in a fast-paced industry — felt like something was off.

On paper, everything looked great: performance was strong, his team was delivering, and there was nothing obviously wrong.

But he felt flat. Disconnected.

He decided to take a few days off to reflect and recalibrate. I invited him to explore his purpose and shared a few questions to consider. When we next spoke, he told me:

“I’ve been chasing numbers, but what I really care about is showing up for my kids, being a better role model — and yes, contributing to something that actually improves the world.”

He didn’t quit his job or make sweeping changes. But he recognised the drift. And from there, we worked on a few intentional shifts — not dramatic, but meaningful.

Because our Why is often bigger than us. It’s about the kind of leader, parent, or person we want to be. It’s about legacy — not just productivity.

When Purpose Becomes Personal

I still remember when I first stepped away from my finance career.

I didn’t yet have the language or framework to name what was missing. I just knew I felt off-track, like I was ticking boxes that didn’t matter to me anymore.

Later, when I discovered the concept of Ikigai through the work of David B. Peterson and David Goldsmith, it felt like an answer I’d been yearning for. It gave shape to what I had experienced — and what so many of my clients go through.

Today, it’s become one of my favourite tools to use in coaching. Not only during major transitions, but particularly useful in times like these — when so much around us is shifting.

What Is Ikigai?

Ikigai is a Japanese term that roughly translates to “reason for being.” It lies at the intersection of:

What you love
What you’re good at
What the world needs
What you can be paid for

Think of it as the sweet spot where your passion, mission, vocation, and profession meet. When we operate from this space, things feel more connected, meaningful, and sustainable.

Simon Sinek’s idea of starting with your Why adds another dimension. His core message? People don’t buy what you do — they buy why you do it. And it’s the same for leadership. The most inspiring leaders are those who lead from purpose, not position.

Values vs Purpose: Where Do They Fit?

If values are your compass — how you lead, decide, and relate — then purpose is the engine. It’s what drives you forward, fuels motivation, and connects you to something bigger.

In fact, this blog builds directly on Leading with Your Core Values, where we explored how values help you steer through change. Purpose brings clarity to why that direction matters.

Why It Matters for Leaders (Especially Now)

Many of the leaders I work with are in transition — stepping into new roles, navigating market pressures, or simply hitting an unexpected pause.

Here’s what I often hear:

“I’ve achieved more than I imagined, but it doesn’t feel fulfilling.”
“I’m not sure what’s next, but I know it’s not this.”
“I feel like I’m constantly doing — but not creating anything meaningful.”

These aren’t red flags of failure. They’re signs of a deeper recalibration. An invitation to reconnect with purpose.

What the Neuroscience Says

🧠 Research shows that when we connect our work to a greater sense of meaning, we activate the brain's reward centres — particularly the prefrontal cortex and ventral striatum. This enhances motivation, long-term thinking, and resilience.

A 2016 study in Review of General Psychology found that individuals with a strong sense of purpose had:

Lower cortisol (stress hormone) levels
Better immune function
Higher life satisfaction

In other words, purpose isn’t just good for your soul — it’s good for your brain, too.

5 Ways to Reconnect with Your Ikigai (and Your Why)

Sketch it out
Use the Ikigai framework to reflect:– What do I love?– What am I good at?– What does the world (or my organisation) need?– What am I paid for?
Revisit your Why
Ask: Why did I start this journey? What am I here to shift, improve, or create?
Track your energy
Notice what energises you vs. what drains you. Energy is a powerful compass.
Make one small shift
You don’t need a radical pivot. Sometimes, mentoring a junior, delegating better, or returning to a long-lost hobby can rekindle your spark.
Talk it through
Purpose work is deep work. Having a space to explore it — without judgement — can make all the difference.