Why We Choose the Hard Things: A New Look at Purpose

Purpose is everywhere...in company mission statements, leadership programs, and brand messaging. But when was the last time you stopped to ask yourself what it really means to you? That’s the question I found myself facing after attending a recent Conscious Capitalism event, where speaker Haley Rushing shared a story that shifted something in me. It wasn’t just about redefining purpose—it was about reconnecting with why I do hard, uncertain things in the first place.

For me, purpose falls into that familiar category of corporate buzzwords—like leadership or culture—that we all agree are critically important but often struggle to define in a way that feels truly meaningful. These terms get tossed around in mission statements and slide decks, but when left vague or generic, they lose their power.

And yet, when purpose is real—when it’s lived and felt—it can change everything.

A Moment of Clarity

During her talk, Haley shared a video she created for VF Corporation, the parent company of brands like The North Face and Timberland. VF’s stated purpose is to power sustainable and active lifestyles. It’s a clear and grounded mission, but what brought it to life was the footage itself.

The video showed person after person willingly pushing themselves through intense, physically demanding challenges: scaling mountains, running long distances, trekking through extreme conditions. As I watched, I found myself wondering:

What’s driving each of them to take on something so intimidatingly difficult?

And then a second, more personal question emerged:
Why do I choose to take on intimidating, difficult things?

The Answer Is Purpose

In that moment, my own definition of purpose came into focus. It’s not just about big-picture vision or long-term goals. Purpose, as I’m experiencing it right now, is the quiet force that keeps me going through the unknown. It’s how I show up for challenges. It’s what helps me take risks, stay centered in uncertainty, and keep moving even when the outcome isn’t guaranteed.

Purpose doesn’t always have to be loud. It doesn’t have to come with a title or a tagline. Sometimes it’s simply the reason we choose to do the hard thing, whether that’s leading a team through change, launching something new, or confronting a personal challenge with courage and grace.

Why Purpose Still Matters

In business, we talk about purpose a lot. We attach it to brands, organizations, even leadership frameworks. But unless we keep revisiting what it means to us—personally and in context—it risks becoming static, or worse, hollow.

That’s why events like this one matter. They create space for reflection and reinvention. They remind us that purpose isn’t just a concept—it’s fuel.

Redefining Purpose for the Season You’re In

If you're anything like me, or many of the leaders I work with, your purpose has probably evolved over time. Maybe it’s not what it was five years ago. Maybe it’s clearer now or maybe it’s in flux, shaped by new responsibilities, new stakes, or a shifting sense of identity.

Whatever the case, the invitation is the same:
Keep asking the hard questions.
Keep pushing through.
Keep redefining what purpose means to you, especially in this season.

When things get hard, purpose is what carries us forward.