A purpose statement is a brief declaration (usually 1-2 sentences) that describes why you or your organization exists beyond making money or achieving external success. Unlike a mission statement (which describes what you do and how), a purpose statement answers the deeper “why”—the thread connecting your values, strengths, and desired impact. Purpose statements matter because they provide direction rooted in identity, not just goals.
Key Takeaways
- Purpose vs Mission vs Vision: Purpose answers “why you exist,” mission answers “what you do and how,” and vision describes your desired future state
- Purpose is about identity: Your purpose statement reflects who you are at your core, not just what you want to accomplish
- Keep it brief but meaningful: Aim for 1-2 sentences that capture your essence—the development process is deep, but the final statement should be clear
- Purpose evolves: Your purpose statement can (and likely will) change as you grow—it’s a compass, not a cage
What Is a Purpose Statement?
A purpose statement is a brief declaration that describes why you or your organization exists beyond making money, achieving goals, or gaining recognition. It’s the foundational “why” that drives everything else.
Here’s the distinction that matters more than you think: purpose, mission, and vision are not interchangeable. They serve different functions.
| Purpose | Mission | Vision | |
|---|---|---|---|
| Answers | Why you exist | What you do and how | Where you’re headed |
| Focus | Identity and values | Current actions | Desired future state |
| Nature | Foundational | Operational | Aspirational |
| Example | “Save our home planet” (Patagonia) | “Build the best product, cause no unnecessary harm, use business to protect nature” | “A world where business protects the environment” |
According to BetterUp, “Purpose keeps you focused on why you exist, vision aligns you with your goal, and mission empowers how you will accomplish it.” All three work together, but purpose comes first.
A purpose statement is typically one to two sentences. It captures why you exist in clear, concise language. Indeed describes it as “a short sentence that describes the reason a company exists beyond making money.”
But here’s what makes purpose different: it applies to individuals just as much as it applies to organizations. Your personal purpose statement describes why you’re here—not what job title you hold or what goals you’re chasing.
Why Your Purpose Statement Matters
Your purpose statement matters because it connects to your identity—not just your goals. According to research by Amy Wrzesniewski, people who see their work as a calling (integral to who they are) experience greater meaning and satisfaction than those who view it merely as a job or career.
Wrzesniewski and her colleagues at Yale found that individuals tend to see their work primarily in one of three ways: as a job, a career, or a calling. People with a calling orientation describe their work as integral to their lives and their identity. It’s not just what they do—it’s who they are.
That’s what a purpose statement captures. Not your to-do list. Your identity.
Viktor Frankl, the neurologist and psychiatrist who developed logotherapy, believed that “the primary motivational force of individuals is to find meaning in life.” He called this the “will to meaning.” Not the will to pleasure or power—the will to meaning.
Frankl maintained that meaning exists for us to discover. It cannot be created or rationalized. We can discover meaning, but we can’t manufacture it.
This is where purpose statements become more than a branding exercise. Finding your purpose is a process of identity formation—understanding the thread that connects your values, strengths, and desired impact.
Here’s what that looks like in practice:
- Purpose provides direction when you’re facing decisions. Does this opportunity align with who I am? Does it move me toward or away from what matters?
- Purpose creates meaning even in difficult work. When you know why you’re doing something, you can endure the hard parts.
- Purpose evolves as you grow. Your identity isn’t fixed—it’s being formed. That means your purpose can (and likely will) shift as you learn more about yourself.
As I often say: calling is about identity. Finding your calling, vocation, and life’s work are about finding your identity. It’s about living into a deeper expression of who you are as a human.
How to Write a Personal Purpose Statement
Writing a personal purpose statement starts with reflection, not brainstorming clever phrases. The statement itself is brief (1-2 sentences), but the process requires diving into your values, experiences, and desired impact.
Your purpose statement should answer: What drives me? What impact do I want to make? What feels true to who I am?
Here’s how to start:
1. Reflect on your core values. What matters most to you? Not what should matter or what sounds impressive—what actually matters. Write down 5-7 values that feel non-negotiable.
2. Identify where you’ve experienced meaning or fulfillment. Think about moments when work (paid or unpaid) felt deeply satisfying. What were you doing? Who were you serving? What made it meaningful?
3. Consider your desired impact. If you could change one thing about the world, what would it be? What mark do you want to leave? What would make you feel like your work mattered?
4. Look for the thread. What connects these elements? Is there a pattern? A common theme? The thread is your purpose trying to surface.
5. Draft in 1-2 clear sentences. Don’t overthink it. Start messy. You’re not carving this in stone—you’re articulating something true right now.
6. Test it. Does it feel true? Does it provide direction? Would it help you evaluate opportunities? If it feels too vague or too narrow, revise.
Here are two examples of personal purpose statements:
“To create tools and experiences that help people discover their unique potential.”
“To use my creativity and empathy to build bridges between people and ideas that matter.”
Notice how both are specific enough to provide direction but broad enough to allow for growth. They’re not job descriptions. They’re identity statements.
Your first draft won’t be your last—and that’s okay. Purpose is discovered through living, not just thinking.
Purpose Statement Examples
Purpose statements work best when they’re specific to you or your organization—not copied from a template. Here are examples that illustrate the range from personal to organizational.
Organizational Purpose Statements:
Patagonia is direct:
“We’re in business to save our home planet.”
IKEA focuses on everyday impact:
“To create a better everyday life for the many people.”
AT&T emphasizes progress:
“Inspire human progress through the power of communication and entertainment.”
What makes these work? They’re clear, values-aligned, and focused on impact beyond profit. You know what they’re about.
Personal Purpose Statements:
From Happier Human:
“To make a meaningful impact by using my strengths to create opportunities for others and promote positive change.”
“To explore creative solutions and innovate in everything I do while staying grounded in authenticity, curiosity, and perseverance.”
“To maintain balance between my professional ambitions and personal life, prioritizing well-being, family, and personal fulfillment.”
The best purpose statements feel both aspirational and grounded—big enough to inspire, specific enough to guide.
Notice what they don’t include: jargon, buzzwords, or generic language that could apply to anyone. Your purpose won’t sound like anyone else’s—and it shouldn’t.
Common Mistakes to Avoid
The most common mistake when writing a purpose statement is making it too vague or too complex. A purpose statement should be clear enough to guide decisions, not so broad it could apply to anyone.
Here are five mistakes to watch for:
Mistake #1: Too vague. “Make a difference” or “Help people” doesn’t tell you anything. A difference how? Help people do what? Specificity matters.
Mistake #2: Too complex. If your purpose statement is a paragraph, it’s not a purpose statement—it’s an essay. Brevity forces clarity.
Mistake #3: Copying templates instead of reflecting. I get it—the temptation is real. But generic purpose statements are worse than no purpose statement. If your purpose could describe anyone, it doesn’t describe you.
Mistake #4: Confusing purpose with goals. Purpose is about identity. Goals are about outcomes. “Become a CEO” is a goal. “Lead with integrity and empower others to grow” is closer to purpose.
Mistake #5: Treating it as final. Purpose evolves as you grow. The statement you write at 25 might not fit at 45—and that’s okay. It’s a compass, not a cage.
Here’s the truth: writing a purpose statement requires honesty with yourself about what actually drives you, not what you think should drive you. That’s hard work. But it’s the work that matters.
Living Your Purpose (Not Just Writing It)
Writing your purpose statement is step one. The real work is using it as a compass for decisions, opportunities, and how you spend your time.
Here’s what that looks like: when you’re evaluating a new opportunity, ask yourself, “Does this align with my purpose?” Not “Will this make me more money?” or “Will this look good on my resume?” But does it fit who you are and what you’re here to do?
Your purpose statement should feel like a relief, not a restriction. It gives you permission to say no to things that don’t fit—even if they’re “good opportunities.” And it gives you clarity to say yes to things that do fit, even if they’re risky.
Here’s the thing about purpose: it’s not something you figure out once and forget about. It’s ongoing identity work. You discover more of it as you live. As you try new things, experience pain and goodness, and pay attention to what feels meaningful, your understanding of your purpose deepens.
Revisit your purpose statement every six months or a year. Does it still feel true? Has anything shifted? That’s growth, not failure.
If you’re still wrestling with what your purpose might be, that’s okay. Not everyone knows yet. Start with curiosity instead of answers. Pay attention to what energizes you and what drains you. Notice where you experience meaning. The thread will start to appear.
You might find these helpful: actionable steps to discover purpose and deeper questions about finding your purpose.
Your purpose statement is a compass, not a cage—it guides without limiting. There’s no “right” purpose—only yours.
I believe in you.
FAQ
What is a purpose statement?
A purpose statement is a brief declaration (1-2 sentences) that describes why you or your organization exists beyond making money or achieving external success. It answers the foundational “why” that drives everything else.
What’s the difference between a purpose statement and a mission statement?
Purpose answers “why you exist” and focuses on identity and values. Mission answers “what you do and how” and focuses on current actions. Vision describes “where you’re headed” and is aspirational.
How long should a purpose statement be?
A purpose statement should be 1-2 sentences. The development process may be deep and reflective, but the final statement should be clear and concise.
Can my purpose statement change over time?
Yes. Your purpose statement can and likely will evolve as you grow. It’s a compass, not a cage—meant to guide you, not limit you.
