The only way to pursue your purpose is to know your purpose. To do that, you need to find your "Why." When you know your purpose - your why - you wake up inspired and finish your day fulfilled. When you have clarity around your Why, you feel accomplished in making meaningful contributions to the lives of others.
It takes some deep introspection and honest work to be able to articulate your Why. Personally, I went through Simon Sinek’s Why Discovery Course. Working with a partner, I gathered stories from my work life, my personal life, and from my early years. My partner’s role was to listen intently - taking note of recurring words, emotions, and themes. Those observations became clues to what truly mattered to me.
By reviewing the high and low points in my journey - and the emotions tied to each - I began to uncover the patterns that shaped who I am. It wasn’t easy. It required pushing my thinking, revisiting both painful moments and times of great achievement. Yes, it involved vulnerability and even some tears. But what emerged was a deep clarity about what drives me.
My discovery:
"To challenge and inspire people so that we can realize our full potential."
That statement now serves as my compass. It guides how I lead, serve, and connect. It helps me focus not just on success, but on significance - making sure that what I do matters to others and to me.
While Sinek’s process is one powerful path, there are other frameworks that can help uncover your Why.
Ikigai – The Japanese Concept of a Life Worth Living
Ikigai sits at the intersection of what you love, what you’re good at, what the world needs, and what you can be paid for. When these four elements overlap, you find a sweet spot where passion meets practicality. For promotional professionals, Ikigai might mean using creativity and service to help brands express their identity and values - elevating our work from selling products to creating connection and meaning.
Viktor Frankl’s Search for Meaning
In Man’s Search for Meaning, Viktor Frankl taught that we find purpose not by chasing happiness, but by discovering meaning - through our work, our relationships, and even through adversity. When viewed through that lens, our profession becomes more than transactions. We help others celebrate achievements, recognize people, and share stories that build culture. That’s not just business; it’s meaningful contribution.
Strengths and Values-Based Reflection
You can also find your Why by exploring your strengths and values. Ask yourself:
- When do I feel most energized and alive in my work?
- What projects make me lose track of time?
- Which client relationships bring me the most satisfaction?
- What kind of feedback has meant the most to me—and why?
Your answers often point directly to your purpose. They reveal the deeper motivations that sit beneath your daily to-do list.
Knowing your Why is powerful - but living it is transformational. It changes the way you approach clients, manage projects, and lead your business.
If your Why is to Inspire: Help clients see possibilities beyond the product. Show them how a campaign can tell a story, unite a team, or express gratitude.
If your Why is to Serve: Put empathy and understanding at the center of every order. Make every interaction about solving a real need, not just making a sale.
If your Why is to Create Connection: Build programs that bring people together - recognition awards, onboarding kits, event experiences that strengthen relationships.
If your Why is to Challenge the Status Quo: Be the voice for sustainability, authenticity, and creativity. Push for better ideas that reflect true brand values.
Purpose-driven professionals are different. They radiate authenticity. Their clients feel it. Their teams feel it. And they inspire others to find their own Why along the way.
Discovering your Why isn’t a one-time event. It’s an ongoing process of reflection, realignment, and renewal. Life changes - so will the way your purpose expresses itself. The key is to keep asking the questions and listening for the answers.
When you operate from your Why, even the smallest details of your work take on meaning. A presentation becomes a chance to uplift. A campaign becomes a way to build belonging. A simple branded product becomes a symbol of appreciation, identity, or pride.
In an industry built around communication and connection, our greatest impact comes not from what we sell, but from why we do it.
Purpose isn’t something you invent - it’s something you discover. It’s been within you all along, waiting for the right questions and honest reflection to bring it to light.
So take time this month to explore your Why. Write your stories. Reflect on your proudest and most challenging moments. Ask a trusted colleague to listen for the themes that rise to the surface.
When you find it, you’ll know. You’ll feel it in your heart and see it in your work. And when you live it, you’ll find that success follows naturally - because you’re no longer chasing results, you’re fulfilling purpose.
Because the ultimate pursuit of purpose isn’t about finding a career - it’s about living a life that matters.
Paul Kiewiet MAS+ is an industry speaker, writer, consultant and coach. Kiewiet was inducted into the PPAI Hall of Fame and the MiPPA Hall of Fame. He served as Chairman of PPAI in 2007. A former distributor, he founded Promotion Concepts, Inc in 1982 and worked with some of America’s most valuable brands including Coca-Cola, Kelloggs, and Whirlpool.