There is lots of recent management literature about purpose and creating meaning in life. The old adage is ‘do what you love and the rest will come’.

In the chatter, we often see the soundbites, but not the substance. As Executive Coaches, we spend time with Clients deeply understanding how clear Executives are on their purpose. There are normally 5 reasons to enter into an Executive Coaching relationship.

Top 5 reasons to enter into an Executive Coaching relationship

  • To accelerate Executive performance and growth
  • The Executive is in transition, between roles, levels, or companies
  • The Executive is experiencing difficulty in meeting the skill set or mindset of the role and needs help scaffolding their performance
  • The Executive is at a leave or stay decision in their career journey
  • Any combination of the above!

All of these journeys are about finding or refining purpose.

“Goals are consumable. Purpose is permanent,” states Kevin W. McCarthy in The On-Purpose Person. “Essentialism is not about how to get more things done; it’s about how to get the right things done,” says Greg McKeown in Essentialism.

We spend thousands of hours a year Coaching Executives and it is very rare for those assignments not to have some focus on purpose and a personal reason for Change.

We have found the Ikigai model, a Japanese concept meaning ‘a reason for being’, powerful.

Ikigai - A Japanese Concept Meaning 'A Reason for Being'


Ask yourself these four core questions:

  1. What do you love?
  2. What are you good at?
  3. What can you be paid for?
  4. What does the world need (that you can offer)?
As Kevin McCarthy argues, ‘a balanced life is a myth’. Balancing in life is not some ‘tree hugging’ process; it helps you find and stay ‘on purpose‘.
If you want to find out more about our Executive Coaching or meet any of our certified Executive Coaches, please contact:

Drew Munro, CMC
Lighthouse NINE Group
One Eva Road, Suite 209 | Toronto, ON M9C 4Z5
Office: 647-975-5312

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