July 1, 2025

Purpose Reset: Aligning What Matters Now for You, Your Team, and Your Organization

Purpose Reset: Aligning What Matters Now for You, Your Team, and Your Organization
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Purpose isn’t a fixed asset, distant goal, or a destination—it’s a dynamic journey of ongoing alignment, learning to align one’s strengths and skills, values and intentions, and focus on the impact on people, community and the world around us. Join us as the guests reveal how to continually reset purpose for yourself, your team, and your organization. This living approach fuels higher engagement, sparks greater innovation, and helps reduce turnover—driving fulfillment and performance alike.

Working on Purpose is broadcast live Tuesdays at 6PM ET and Music on W4CY Radio (www.w4cy.com) part of Talk 4 Radio (www.talk4radio.com) on the Talk 4 Media Network (www.talk4media.com). Working on Purpose is viewed on Talk 4 TV (www.talk4tv.com).

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WEBVTT

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The topics and opinions express in the following show are

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solely those of the hosts and their guests and not

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those of W FOURCY Radio. It's employees are affiliates. We

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make no recommendations or endorsements for radio show programs, services,

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or products mentioned on air or on our web. No

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liability explicit or implies shall be extended to W four

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CY Radio or its employees are affiliates. Any questions or

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comments should be directed to those show hosts. Thank you

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for choosing W FOURCY Radio.

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What's working on Purpose? Anyway? Each week we ponder the

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answer to this question. People ache for meaning and purpose

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at work, to contribute their talents passionately and know their

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lives really matter. They crave being part of an organization

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that inspires them and helps them grow into realizing their

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highest potential. Business can be such a force for good

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in the world, elevating humanity. In our program, we provide

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guidance and inspiration to help usher in this world we

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all want Working on Purpose. Now, here's your host, doctor

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Elise Cortez.

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Welcome back to the Working on Purpose program, which is

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then brought to you with passionate pride Since February of

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twenty fifteen. Thanks for tuning in this week. Great to

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have you. I'm your host, doctor Elise Cortes. If we've

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not met before and you don't know me, I'm a

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workforce advisor, organizational psychologist, management consultant, logo therapist, speaker and author.

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My team and I at gusta Now help companies to

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enliven and fortify their operations by building a HI dynamic

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high performance culture, inspirational leadership, and nurturing managers activated by

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meaning and purpose. Many organizations are not aware of how

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critical it is to invest in developing their leaders and

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managers not just for their own effectiveness, but also to

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avoid burnout and to keep them fulfilled. And did you

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know that inspired employees outperform their satisfied peers by a

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factor of two point twenty five to one. In other words,

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inspiration is good for the bottom line. You can learn

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more about us and know we can work together at

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gustodashnow dot com or my personal site Elise Coortes dot com.

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Getting into today's program we have with us at Dynamic Duel.

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We have doctor rich Fernandez, who has dedicated his career

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to building more purposeful mindful and high performing workplaces. An

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independent he's an a practitioner that is stewarding high performance

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and leadership. And we also have with us Carolina Lasso,

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who is a purpose mentor and the founder of Plenari,

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which is a purpose academy dedicated to unlocking your full

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potential through transformative experiences. Rich and Carolina are are two

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of the authors of The Purpose Reset. How reconnecting to

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what matters drives fulfillment and success we should be talking

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about today, specifically around the realms of first personal, then team,

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then organizational. Rich joins us today from San Francisco and

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Carolina hails from Toronto. Doctor Rich and Carolina, Welcome to

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Working on Purpose. Hello, really great to be with you.

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And as we talked about before you got in there,

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I slightly loved reading your book, The Purpose Reset. I

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really got so much out of it. Took so many

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copious notes and I was like, is it time? It

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is it time?

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Let's get them on. So it is time here, it

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would be good. It's time.

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Well for those of you, for our audience members who

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have not read your book yet and haven't really dove

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into it, Let's just briefly situate where you both came from,

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because you have diverse experiences that brought you into this

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same transformative purpose space. Could you just briefly each narrate

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a bit about where you came from and why what

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brought you together to write the book together.

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Yeah, I'm happy to start. It's great to be here,

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by the way, doctor release, and lovely to be with

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your audience. And this is a topic that I have

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been pretty much living my entire life and still do.

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It's consistent with how we see purpose, which is an

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ongoing process. And that ongoing process of aligning oneself with

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what's most important, which we'll talk about more, has been

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something that's been true for my whole career. I studied

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and got a PhD in psychology, but eventually went into

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industry pretty quickly after the PhD and worked in banking,

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and then I went over to the technology sector as

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a psychologist in leadership and learning and organization development, and

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always I noticed that people and organizations, as well as

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leaders within those organizations who knew what their purpose was

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and how to align with the purpose of the organization

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always outperformed. So it became an enduring question for me.

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I eventually wound up at Google, which is something Kadalina

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and I have in common. We both worked at Google.

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I was head of executive Education, so I really had

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a front seat view to leadership and how they were

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carrying out purpose and its impact on the world. Eventually,

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I left Google and I went to run Search Inside

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Yourself Leadership Institute, which is a nonprofit that spun out

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of Google and taught some of Google's leadership curriculum around

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emotional intelligence. So all that weaves into this book The

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Purpose Reset. Carlina and I worked at SII together and

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that's how we started talking about this book.

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Yeah, so some similar paths. But I think what's really

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common between rich and I and also with the other

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colleague who authored the book with us, Stepstern, is this

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ongoing desire for more meaning and fulfillment. So in terms

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of my story, I immigrated from Columbia and I was

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doing all the things that I thought I needed to

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do to be happy, right, So checking all of the

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boxes and striving and working really hard, and you know,

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graduated for Ledictorium, then Commerson speaker in college. Then I

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got a scholarship to go to college, and then like

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got jobs first and financial services in New York City

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and meet an entertainment in Washington, DC. And then I

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started working at Google. And I was there for seven

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years and all throughout really trying so hard. And then

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at a certain moment I paused and I said, wait

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a second, is this what life is all about? And

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is this my path? Is my purpose? And so asking

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myself the big questions, I realized I wanted to do

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something that was better aligned with my values and the

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impact I wanted to have in the world, and something

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that felt closer, more fulfilling, something more meaningful. And that's

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when I found Rich and the rest of the team

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and ended up quitting Google to join the Search Inside

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your Self Leadership Institute and finding that connection between my

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work and the impact I wanted to have by providing

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these tools on emotional intelligence and mindfulness and resilience to organizations.

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And eventually I also left, and now I decided to

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go all in the time in the topic of purpose,

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and so I founded my own Purpose Academy and I

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am a purpose mentor so all things purpose. And so

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one day we were talking about different things and our

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colleague Steph talked about this idea of moving from ladder

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to love I love that part of the book. Yes, yeah,

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she wrote it down in an upkin and she showed

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it to us. I think it was her last day

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in our organization and she showed it to us and

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I was like, oh my gosh, there's something here. Let's

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talk about it. And we ended up developing the framework

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that became then the book. And so we're so happy

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that you have it in your hands right now and

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that so many people get to read it.

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We are really three p's in a pod. The three

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of us will step two, four pi's in a pod.

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So I want to get through as much as I

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can because listeners and viewers, there are so much there

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wrote that is so actionable for you. So in the

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first segment, we're talking about how to apply this stuff

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on a personal level. So let's quickly talk about your

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definition of purpose and let's talk about how to unpack it.

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Just very briefly, but your definition is purpose is the

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ongoing process of understanding and connecting strengths, values, and desired

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impact with aligned actions to unlock your full potential and

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be of service. So let's talk about those components a

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little bit more deeply so that we can present them

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for our listeners and viewers if we could.

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Yeah, I can. Maybe we should take it in parts, right, So,

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because the definition has a few different key things to it. Yeah,

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the very first one is that it's an ongoing process.

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So purpose is a verb, it's not a noun. It's

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something that's alive and living, and you have to always

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kind of like nurture it. Just like a living thing.

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You always have to be aware of it, you always

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have to tune to it. And so that is the

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very first part to understand it. It's an ongoing process

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and not as a commodity that you could pull off

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the shelf and all of a sudden, I have purpose

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and I'm done. It's an ongoing life work. Then the

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second part Karlina, I don't know, I'll kick it over

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to you. Strengths, value.

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Yeah, So we start there, right, and then it's the

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light that illuminates the path on two key aspects based

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on our research, One is awareness, becoming aware of everything

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within you, your preferences, your strengths, your interests, your values. Right,

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so awareness, and the second one is aligned to action

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because you're aware about a lot of different things, but

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if you don't take action, you won't have the opportunity

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to receive real time feedback and really continue to align

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within that path, within that journey. So it's a journey,

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not a destination, and it's a combination of awareness and

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align action. And we close with the part that it's

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all about service. We cannot talk about purpose without service.

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Yeah, you know. I remember some years ago when I

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was speaking at a conference and the speaker in front

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of me belt it out across the day. She said,

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my purpose is to double my income, and I just cringed.

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I was like, that is not.

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Purpose, That's just a really fantastic goal, don't you know,

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conflate these things.

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Yeah, absolutely, because also it comes from an internal place.

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We talked about strengths, you know, and values and desired impact,

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and we all have strengths, we all have values, and

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we all want to have some sort of impact, even

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if it's small, if it's close, if it's out there

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in the world. We all have that, and so it's

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important to bring that forward and you add all that

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together and in an equal service, you serve someone. Everybody

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serves someone. And so our thing that was saying about

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awareness and intentionality, the intentional about you know, what strengths

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you want to bring and who you might wish to serve.

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And I completely align with.

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There's really nothing in your book that I didn't completely

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align with, and I also wanted to situate for our

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listeners and viewers. When you think about, you know, what

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is the work engagement from a personal level. Maybe it's

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not obvious to you, but really, when we talk about

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being engaged in your work as an individual, what you

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say in your book is it's being involved, enthusiastic, having

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a dedication to it, having a deeper emotional connection to

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your work that is characterized by a higher level of energy, focus,

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intrinsic motivation. You're not just passively completing tasks. You're actively

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invested in the work and it's end result. And when

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you situate that, listeners and viewers imagine, have you felt

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like that? Are you in a job like that?

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Maybe?

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Maybe not? Well, Actually, if you live in the United States,

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the chances that you are in that kind of a

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place are about thirty percent, and if more likely, that's

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seventy percent. That you're not in that place. According to

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Gallup's research, that's right.

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True, or that you may be within that right now,

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but you can probably relate to not being engaged, that

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feeling of emptiness, lack of fulfillment, lack of motivation, that

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sensation that what you're doing is either not aligned with

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your values, your interests, your strength, or the impact that

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you want to have in the world. And it has

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to deal with intrinsic motivation, right, so that which comes

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from within, not necessarily the external, rewards.

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The best kind, so so powerful. Now we have got

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to situate your full model here of the what, why,

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and who, and I will tell you have already passed

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us on to a couple of people to help them

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along their path.

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Including my daughter. That's so meaningful.

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I told him, I told him this is you know

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this this week's podcast guests, and this is what they're

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they're up to. I think this will help you.

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So let's do this.

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I would love for us start about the four questions

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that are under each of these buckets. However you want

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to do this, because this is so powerful, Carolina and

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rich which one of you wants to take this?

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Well, Ana, if you maybe share a little bit about

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those questions, because of what I would like to do

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is share an example from my own experience, my own

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working experience. Once you talk about what those are okay.

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I love that sounds great. So our framework is at

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the intersection. We believe that the purpose reset is at

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the intersection of three key elements, the what, the why,

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and the who? What why and who? Right? So under

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what what we're talking about here is what are your

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top strengths and skills? What are your interests? When do

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you find yourself in a state of flow right timelessness,

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that sense of being completely immersed in an activity, and

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what activities bring you into that state of fulfillment where

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you're having the impact you want? So it's the what.

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It's the awareness of those aspects of your what A

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little bit of a swat analysis for your own life

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as the what. So let's hear an example.

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On that rich So I will use the example of

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earlier in my career. I used to work at eBay

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and I used to think, what do I have I'm

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a psychologist, what do I have to offer an e

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commerce company working with its leaders? I was running learning

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and organization development, and I realized I can really facilitate

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the growth of leaders and their conversations with each other

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so that they can ensure that the platform is working optimally,

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which will get to my who later, But let me

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just pause there and say I was able to use

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my strengths in facilitating growth of leaders leadership development to

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help them have eBay be as successful as it could.

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That was my what love it?

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Tom?

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Yes?

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And sometimes we know other people's strengths and values and

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interests better than we know our own. So once again

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it goes back to that awareness, that sense of depth

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about self knowledge, self awareness. The second one is why,

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the big why, right, So what moves me? Why do

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I care about this and not that? What are my values?

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What do I stand up for? What gives me that

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sense of meaning? Once again, intrinsic motivation, that which really

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moves me? The why do I want to wake up

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and go and strive for something? Work for something, side

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for something? What are the causes that moves me? What

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legacy do I want to leave behind? So that's your

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big why, that catalyst for action mm hmm.

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And so what that looked like for me when I

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worked at eBay was that I realized I wanted to

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be a force for good. I knew that that's I

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wanted to apply my skills in service to people into

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the world to make it a better place. Basically, then

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the extent I can did a little drop that I could,

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and I realized it was working at eBay for me,

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enabling a force for good. And when I got there

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and I went to my first seller conference, I realized

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that the majority of people who who operate the platform

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are people who are running family run businesses out of

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their garages shipping. This was the early days of eBay,

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you know, shipping stuff out to the world and making

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a living doing it and getting people stuff like that

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they maybe couldn't get elsewhere. And so I realized that

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there was an economic force for good. It was giving

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opportunity to a broad array of people. It was a

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force for good. So it aligned with my values, my why.

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That depth of alignment amazing. And then the last category,

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so again we talked about the what and the why,

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and the last one is the who. And here we

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want to offer a combination of two different types of

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people or two different audiences. The first one is who

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do you want to serve? Going back to the idea

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that purpose is all about service. Then who's on the

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other side of that equation, who do you want to

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support help walk walk this path of purpose with the

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other one is Who do you admire? Right, is there

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someone who perhaps has walked this path before that you

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look up to that you would want to follow their footsteps.

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I always send to recommend to people to analyze their Instagram,

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like who do you follow? Who do you admire? What's there?

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Are there any common trends or patterns or characteristics of

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the people you admire and look up to? And the

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last one is who do you want to become? So

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it's not necessarily about the doing, but this is about

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being who do I want to become? What kind of person?

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And so that combination of the who who do you

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want to serve? Who do you look up to? Who

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do you want to kind of follow their footsteps? And

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who do you want to become?

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Perfect anything you wanted to add to that rich for

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your own experience just.

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To round it out. Yeah, that eBay experience. Who was

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the mission was to create economic opportunity for all? And

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so yeah, that's who I wanted to serve and who

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I wanted to become. And doing that was again like

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that catalyst, somebody who can help the people who have

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the technical skills to enable that in the world. So

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I really was at eBay. I had this experience of

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being energized, engaged focus. You know, for the forty years

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or so that I was there, it was really it

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felt like I was living My purpose was very alive,

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Let's put it that way, because of the who, what,

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and why I served that company with its purpose as

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an organization aligned with my purpose personally.

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And this is so powerful.

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This is going to help our listeners and viewers, I think,

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really get better connected because otherwise purpose is so abstract

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for a lot of people. So this is amazing. Let's

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let our listeners and viewers just reflect on what you've

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just here because it's powerful. And as we'll take our

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first break, I'm your host, doctor Elise Cortez. We've put

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on the eric doctor rich Fernandez, who is an independent

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practitioner of high performance and leadership coaching, and we also

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have with us Carolina Lasso, who is a purpose mentor

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and the founder of Planari. We've been talking a bit

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about how we can start to really apply how to

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bring purpose into our personal lives. Now after the break,

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we're going to talk about how to create it and

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live it in our teams. We'll be right back.

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Doctor Elise Cortez is a management consultant specializing in meaning

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and purpose. An inspirational speaker and author, she helps companies

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visioneer for greater purpose among stakeholders and develop purpose inspired

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leadership and meaning infused cultures that elevate fulfillment, performance, and

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commitment within the workforce. To learn more or to invite

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a lease to speak to your organization, please visit her

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at elisecortes dot com. Let's talk about how to get

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your employees working on purpose. This is working on Purpose

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with doctor Elise Cortes. To reach our program today or

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to open a conversation with Elise, send an email to

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Alise A Lisee at eliscortes dot com. Now back to

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working on purpose.

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Thanks for staining with us, and welcome back to working

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on Purpose. I'm your host, doctor Elise Cortes, as I

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too dedicated helping create a world where organizations thrive because

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they're people thrive. They're led by inspirational leaders that help

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them find and contribute their greatness. And we do business

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at Betters the World. I keep researching and writing my

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own books. So what are my latest is called the

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Great Revitalization. How activating meaning and purpose can radically enliven

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your business and I wrote to help leaders understand today's

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very diverse and discerning workforce and what they want and

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need from you, and then offer twenty two best practices

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to help equip you to provide that for them in

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your culture, in your environment. You can find my books

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on Amazon or at my personal site at least Cortes

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dot com if you are just now joining us. My

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guests are doctor Brich Fernandez and Carolina Laso. They are

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co authors of The Purpose Reset, How reconnecting to what

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matters most strives fulfillment and success. So for this next

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part we're focused on the team element here, but before

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we do that, I think it's incredibly helpful for us

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to talk about that beautiful framework that you situated, that

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visual that really shows the beneficial ripple effects of purpose

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alignment across the three levels of organization, team, and personal.

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If one of you could situate that for.

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Us, Yeah, for sure. So the cover of our book,

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if you noticed, has some ripples and so that it

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is a subtle symbol for us to indicate the importance

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and the umplifying the multiplier effect of purpose. So starting

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with the individual, when you're feeling aligned with your purpose

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and with that of your team and that of your organization.

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Then you start feeling more inspired, more motivated, more engaged,

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and we talked about the in forms of engagement at

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the team level. Then you feel like you belong, that

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you can collaborate more easily, that you can commit and

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be accountable for your work. And then you begin to

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connect at a deeper level with your organization to be

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an advocate for the mission, the big vision of that organization.

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And then you end up having this sense of pride.

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I am proud to work at an organization and within

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my team beason what we do, the impact we have,

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and the way we work together. So that's the visual

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we have and how it takes you from individual to

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team to organization. And I think we can all feel

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it in our bodies right, Like we know and we're

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proud of something. We're proud of being part of the movement,

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a company of culture, and I think we also know

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when we're not that proud, when we're not that inspired

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by the work we do.

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I just think that that is so crisp and tight.

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I really applaud how you've created that. It's just and

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it captures so much of what I have certainly understood

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internally over all these years of investigating and working with

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purpose too. But that is just tight and the listeners

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and viewers, if you at whatever level you're looking at

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this as an individual, as a team member, or if

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you are a leader or an owner of an organization,

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just think about what you could do with your organization

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if you were aligned like this. So I want to

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read something from your book. I love reading from my

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guest books, especially when there's some really powerful, punchy sentences

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and lets you comment on it. But you say, when

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a sensitive purpose is at the core of your job,

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meaning that engagement becomes the force, that the force that

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transforms routine into meaningful actions, duty into dedication, and indifference

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into commitment. It's the invigorating poll. This is great, the

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invigorating poll that invites someone to lean in, explore, learn

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and innovate, create, collaborate and care about their work out

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of a true desire to be of service. That is

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so beautiful. Imagine ladies and gents, if you went to

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work with that wind in your sales.

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Wow. Yeah. And you know what's even better is that

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that doesn't happen alone. Because now here we're talking about

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team purpose and so all of that takes place in

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the quote unquote home, that is the team that you

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are on in an organization. And so another way to

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say it is that the team is the functional unit

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of purpose in the organization. The team is the functional

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purpose of unit in the organization, meaning that that is

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where you as an individual come to join your efforts

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with those of others on a daily basis and then

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align with that greater mission of the larger organization, which

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then affects the world. So in the team purpose model,

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the beauty of it is we like to say one

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plus one equals three.

446
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I love that, Yes, yeah, I love that. And I

447
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also appreciate a couple of things that I thought were

448
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so important to bring out here, especially since I've had

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guests on talking about the importance of belonging. But you

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even go so far as you say that belonging to

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a team, especially if you're up to things like that together,

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can be a big source of purpose.

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For sure. And not only is it motivating for the participants,

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the team members of let's say that intact team, but

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it also becomes magnetic that right, and so you start attracting,

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whether it's clients or partners or other teams within the organization.

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You start becoming magnetic because you have that clarity of vision,

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that clarity of meaning, and that extra energy. Right, we

459
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talk about that invigorating energy that you truly care about

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what you do. And so that grows, the community grows

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that I like to call it movement, right, It becomes

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a movement when you have that sense of purpose.

463
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Yeah, belonging really unlocks psychological safety and trust, right, And

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so that's that we often teach this model at Search

465
00:25:17.119 --> 00:25:21.480
inside Yourself called the BITS model, which is belonging leads

466
00:25:21.519 --> 00:25:25.599
to inclusion, which leads to trust, which leads to an

467
00:25:25.640 --> 00:25:29.480
overall feeling of safety. I trust you, I feel safe here.

468
00:25:29.799 --> 00:25:33.640
I can bring my best ideas, I can experiment, I

469
00:25:33.640 --> 00:25:37.400
can fail and learn And basically that's the formula for innovation.

470
00:25:37.880 --> 00:25:40.920
So and the very first component of it is belonging

471
00:25:40.960 --> 00:25:43.480
and it happens in teams, and you can weave it

472
00:25:43.559 --> 00:25:47.440
into your teams intentionally as part of the team's purpose.

473
00:25:47.640 --> 00:25:48.680
So that's why it's in the book.

474
00:25:49.200 --> 00:25:51.440
And Rich do you remember while we were at Google

475
00:25:51.839 --> 00:25:56.640
there was this big study done by the people Ops team.

476
00:25:56.680 --> 00:25:59.279
So people op is the hr that the name of

477
00:25:59.359 --> 00:26:03.200
the Hi team in Google, and they did this research

478
00:26:03.279 --> 00:26:06.359
called Project Aristotle maybe some people have heard about it,

479
00:26:06.640 --> 00:26:12.039
where they analyzed about two hundred and fifty teams within

480
00:26:12.160 --> 00:26:16.680
Google with this magnifying glass, trying to understand what are

481
00:26:16.720 --> 00:26:19.759
the drivers of high performing teams, what are the drivers

482
00:26:20.039 --> 00:26:23.440
of those teams that really hit it out of the stadium.

483
00:26:23.680 --> 00:26:27.519
And what they found was that indeed, that psychological safety

484
00:26:27.599 --> 00:26:30.000
was at the top, but then in addition to that,

485
00:26:30.160 --> 00:26:33.720
other drivers included impact, having clarity and the type of

486
00:26:33.759 --> 00:26:37.160
impact you're having which is linked to meaning, and also

487
00:26:37.400 --> 00:26:40.720
clarity and structure. Right, so when you have purpose, you

488
00:26:40.799 --> 00:26:44.680
have that sense of direction, clarity, and then also the

489
00:26:44.799 --> 00:26:48.880
impact the meaning site. So that really can catalyze and

490
00:26:48.880 --> 00:26:51.920
elevate teams working together.

491
00:26:53.400 --> 00:26:56.240
And listeners and viewers. If you're not finding this hopelessly, yey,

492
00:26:56.359 --> 00:27:00.680
I don't know what to do. This is just so hard, Okay,

493
00:27:00.720 --> 00:27:02.160
So the next thing I want to do and go

494
00:27:02.200 --> 00:27:05.200
to This is so important to situate for our listeners

495
00:27:05.200 --> 00:27:07.559
and viewers, whether you are a team member yourself or

496
00:27:07.559 --> 00:27:11.279
whether you're a leader, is this notion of your team's

497
00:27:11.319 --> 00:27:14.599
purpose directly connecting the dots between your daily task and

498
00:27:14.599 --> 00:27:17.680
that bigger picture. We all three of us know how

499
00:27:17.720 --> 00:27:20.640
many individuals feel like they just can't see how their

500
00:27:20.640 --> 00:27:23.599
work connects to the bigger hole, and therefore it's not motivating,

501
00:27:23.599 --> 00:27:27.000
it's not meaningful. They can't see how it's connected. So

502
00:27:27.160 --> 00:27:29.079
if one of you can speak to the notion of

503
00:27:29.119 --> 00:27:32.680
how when we work through team purpose, we can see

504
00:27:32.720 --> 00:27:35.240
that we can connect, that we can be fortified by

505
00:27:35.279 --> 00:27:36.920
that bigger vision that we're going for.

506
00:27:37.759 --> 00:27:40.000
Yeah, I like to call it line of sight. That's

507
00:27:40.000 --> 00:27:42.200
a pretty common expression that maybe a lot of people

508
00:27:42.240 --> 00:27:44.279
have heard about. But like, the team has a line

509
00:27:44.319 --> 00:27:48.799
of sight to the organization's priorities, and therefore, through the team,

510
00:27:49.000 --> 00:27:51.279
can you also learn about your line of sight and

511
00:27:51.319 --> 00:27:54.440
how it works through and on the team to deliver

512
00:27:54.519 --> 00:27:57.240
some of the organization's purpose. And so, like, if you're

513
00:27:57.240 --> 00:27:59.319
ever wondering, like what am I doing here? What do

514
00:27:59.400 --> 00:28:02.240
we even doing in this organization? Like, really, the team

515
00:28:02.359 --> 00:28:04.720
is the place where a lot of that gets sorted out.

516
00:28:05.160 --> 00:28:08.359
And that's why belonging to a team and harnessing the

517
00:28:08.400 --> 00:28:11.960
team's power to be able to connect the dots, as

518
00:28:11.960 --> 00:28:14.880
we like to say, is really critically important.

519
00:28:15.640 --> 00:28:19.440
I know, I'll just add to that, Yeah, Yeah, if

520
00:28:19.440 --> 00:28:22.720
I may I'll just add that it also has to

521
00:28:22.799 --> 00:28:26.480
do with the story would tell ourselves. Right, And so

522
00:28:26.559 --> 00:28:29.440
if I'm working within an organization and I just say, oh,

523
00:28:29.440 --> 00:28:32.279
I'm just doing this little part. I'm coding this one

524
00:28:33.079 --> 00:28:35.839
if ten lines of code and that's all I'm doing,

525
00:28:36.279 --> 00:28:39.960
that story you're telling yourself yourself is very different than

526
00:28:40.000 --> 00:28:42.880
if you say, through the code that I am writing,

527
00:28:43.319 --> 00:28:47.200
I am creating a brand new software to help students

528
00:28:47.640 --> 00:28:51.279
in ten different countries around the world. Right, Like, what's

529
00:28:51.319 --> 00:28:54.759
that story? And I think purpose and linking from the

530
00:28:54.799 --> 00:28:57.640
individual to the team, to the organization to that big

531
00:28:57.720 --> 00:29:02.519
mission that gives you that significant set, transcendence and sense

532
00:29:02.559 --> 00:29:06.279
of meaning that is so important in motivating you day

533
00:29:06.279 --> 00:29:06.640
to day.

534
00:29:07.640 --> 00:29:12.240
Indeed, oh so so much so. And this conversation reminds

535
00:29:12.240 --> 00:29:14.160
me I don't remember. It was a few years ago

536
00:29:14.200 --> 00:29:17.200
that I had Marcus Buckingham on the podcast talking about

537
00:29:17.240 --> 00:29:21.119
his book that he co wrote with Ashley Goodall good Will,

538
00:29:21.160 --> 00:29:23.599
I forget his last name. It's called The Nine Lies

539
00:29:23.640 --> 00:29:26.319
About Work. But what part of what they were situating

540
00:29:26.319 --> 00:29:29.640
in that book was people don't join companies as much

541
00:29:29.680 --> 00:29:32.720
as they joined teams, and for the same reason they

542
00:29:33.240 --> 00:29:34.880
might leave a team. They also might leave a manager.

543
00:29:34.920 --> 00:29:39.000
But in other words, the power the profundity of a

544
00:29:39.240 --> 00:29:44.599
well focused team is we just can't under state that.

545
00:29:45.119 --> 00:29:47.400
And then to go on to illustrate that further is

546
00:29:47.480 --> 00:29:49.200
when one of the other things you talked about in

547
00:29:49.200 --> 00:29:51.680
your book is you say purpose alignance, team members toward

548
00:29:51.720 --> 00:29:56.400
a common goal, which fosters what a concept, clarity, effective

549
00:29:56.440 --> 00:29:59.279
decision making, and collaboration. We know where we're supposed to

550
00:29:59.359 --> 00:30:02.319
row the boat. We don't actually need somebody here immediately

551
00:30:02.359 --> 00:30:03.880
every day in and day out to be able to

552
00:30:03.920 --> 00:30:06.920
show us because we know together what our purpose is

553
00:30:06.960 --> 00:30:10.119
in alignment with the organization. That is so powerful when

554
00:30:10.160 --> 00:30:13.000
you think about how that directs team efforts, how it

555
00:30:13.039 --> 00:30:16.200
directs effectiveness, high performance. All of us are interested in

556
00:30:16.319 --> 00:30:17.039
high performance.

557
00:30:18.759 --> 00:30:20.200
Yes, comment on that.

558
00:30:20.599 --> 00:30:22.720
Absolutely, And you know I said this earlier, but it's

559
00:30:22.720 --> 00:30:26.279
because the team is something like your home in the organization, right,

560
00:30:26.319 --> 00:30:30.319
and so the qualitative experience you have on your team,

561
00:30:30.920 --> 00:30:34.200
the feeling of it, the connection that you sense there,

562
00:30:34.319 --> 00:30:38.039
the relationships that you have on the team, brings all

563
00:30:38.079 --> 00:30:41.759
of that. The alignment, the priorities, your specific role, the

564
00:30:41.839 --> 00:30:45.400
team's deliverables, It brings it all alive. But at a

565
00:30:45.480 --> 00:30:48.400
very human level. And so it's where you can go

566
00:30:48.519 --> 00:30:51.319
to sort of say this is hard, or like what

567
00:30:51.400 --> 00:30:54.039
should I do now? Or I have this great idea,

568
00:30:54.079 --> 00:30:56.240
what do you all think of this? That's the place

569
00:30:56.279 --> 00:31:00.000
to go, kind of like gathering around a dinner table, right,

570
00:31:00.079 --> 00:31:02.880
but like instead of at home, it's and you might

571
00:31:02.920 --> 00:31:04.799
not be having a meal always at work, but like

572
00:31:04.880 --> 00:31:08.640
you're gathering to be able to have that experience in

573
00:31:08.759 --> 00:31:11.680
the ideal way that a team would work. If a

574
00:31:11.720 --> 00:31:14.119
team is really creating that sense of belonging, in that

575
00:31:14.119 --> 00:31:17.240
sense of purpose, it's the home that allows you to align.

576
00:31:18.519 --> 00:31:21.920
But you know what's interesting is that completely agree with

577
00:31:21.960 --> 00:31:26.160
you rich there and teams are not doing it. It's

578
00:31:26.319 --> 00:31:29.799
very rare to find a team, an intact team that

579
00:31:29.839 --> 00:31:33.799
actually has an explicit, a written purpose statement. We have

580
00:31:33.920 --> 00:31:37.359
it for organizations, right, and sometimes it's just like copy

581
00:31:37.400 --> 00:31:40.759
on a website that's forgotten. So we'll talk about that next.

582
00:31:41.839 --> 00:31:44.480
But for teams, it's kind of rare to sit down

583
00:31:44.519 --> 00:31:48.279
and say, why do we exist as a team, What

584
00:31:48.400 --> 00:31:50.519
are we supposed to be doing, what's our purpose, what's

585
00:31:50.559 --> 00:31:56.200
our what are deliverables? And oftentimes it's just linked to outcomes.

586
00:31:56.240 --> 00:31:59.240
From the business but not the bigger purpose. And so

587
00:31:59.440 --> 00:32:02.240
one of themations we have in the book is for

588
00:32:02.359 --> 00:32:06.400
teams to sit down and together go create a purpose statement.

589
00:32:08.480 --> 00:32:10.119
That's a perfect way to send us on to our break,

590
00:32:10.160 --> 00:32:12.160
so our listeners and viewers can kind of contemplate that

591
00:32:12.319 --> 00:32:15.480
a noodle that over. I'm your host, Doctor Release Cortez,

592
00:32:15.759 --> 00:32:17.799
who on the air of doctor Rich Fernandez, who is

593
00:32:17.799 --> 00:32:21.319
an independent practitioner of high performance and leadership coaching. We

594
00:32:21.319 --> 00:32:24.119
also have Carolina Lasso, who is a purpose mentor and

595
00:32:24.119 --> 00:32:27.480
the founder of Planari. We've been talking about their book,

596
00:32:27.799 --> 00:32:30.559
The Purpose Reset, so we've been talking specifically about how

597
00:32:30.559 --> 00:32:33.000
to apply this in teams. In this segment after the break,

598
00:32:33.000 --> 00:32:34.559
we're going to talk about how to bring it into

599
00:32:34.720 --> 00:32:37.359
the organizational overall level. We'll be right back.

600
00:32:52.839 --> 00:32:56.400
Doctor Release Cortez is a management consultant specializing in meaning

601
00:32:56.440 --> 00:33:00.319
and purpose. An inspirational speaker and author. She helps company's

602
00:33:00.400 --> 00:33:04.160
visioneer for greater purpose among stakeholders and develop purpose inspired

603
00:33:04.240 --> 00:33:08.200
leadership and meaning infused cultures that elevate fulfillment, performance, and

604
00:33:08.240 --> 00:33:11.480
commitment within the workforce. To learn more or to invite

605
00:33:11.480 --> 00:33:14.240
a Lease to speak to your organization, please visit her

606
00:33:14.319 --> 00:33:17.559
at elisecortes dot com. Let's talk about how to get

607
00:33:17.559 --> 00:33:26.359
your employees working on purpose. This is working on Purpose

608
00:33:26.480 --> 00:33:29.720
with doctor Elise Cortes. To reach our program today or

609
00:33:29.799 --> 00:33:32.559
to open a conversation with Elise, send an email to

610
00:33:32.599 --> 00:33:38.119
Alise A Lisee at elisecortes dot com. Now back to

611
00:33:38.279 --> 00:33:39.400
working on Purpose.

612
00:33:44.480 --> 00:33:46.279
Thanks for staying with us, and welcome back to working

613
00:33:46.319 --> 00:33:48.920
on Purpose. I'm your host, doctor Elise Cortes. As you

614
00:33:48.960 --> 00:33:51.319
know by now, my program is dedicated to empowering and

615
00:33:51.359 --> 00:33:54.279
inspiring you along your journey to realize more of your potential.

616
00:33:54.680 --> 00:33:56.039
If you want to learn more about how we can

617
00:33:56.039 --> 00:33:58.400
work together and learn about the gusterer Now Academy for

618
00:33:58.480 --> 00:34:01.599
leaders and individuals on various journeys alike, make your way

619
00:34:01.640 --> 00:34:04.880
to Gusto dashnow dot com and then navigate to the

620
00:34:04.920 --> 00:34:06.359
training tab to find the academy.

621
00:34:06.480 --> 00:34:07.319
Love to have you join.

622
00:34:07.240 --> 00:34:09.639
Us if you are just joining us. My guests are

623
00:34:09.719 --> 00:34:12.559
doctor Rich Fernandez and Colorino Laso. They are co authors

624
00:34:12.559 --> 00:34:15.800
of the Purpose Reset How reconnecting to what matters most

625
00:34:15.840 --> 00:34:19.199
drives fulfillment and success. So for this last segment, we

626
00:34:19.239 --> 00:34:23.239
will focus on the organizational level. Here and I just

627
00:34:23.280 --> 00:34:25.519
wanted to situate to start here. I mean, I just

628
00:34:25.559 --> 00:34:29.079
think there's so many incredibly compelling ROI reasons and whether

629
00:34:29.079 --> 00:34:31.639
you're the CFO or whatever, this stuff ought to speak

630
00:34:31.679 --> 00:34:34.400
to you. But let's talk about some of the some

631
00:34:34.519 --> 00:34:38.280
of the reasons the economic factors that validate the importance

632
00:34:38.320 --> 00:34:41.320
of a purpose reset for business. Can there's at least

633
00:34:41.320 --> 00:34:44.039
three that you talk about, and as the chapters go on,

634
00:34:44.119 --> 00:34:45.559
could you talk about those?

635
00:34:47.599 --> 00:34:51.599
Well? From an economic perspective, we know that the outcomes

636
00:34:51.639 --> 00:34:56.440
for businesses or organizations are much better when employees feel

637
00:34:56.440 --> 00:34:59.840
that they're connected to the organization's purpose. You know, employees

638
00:34:59.880 --> 00:35:04.159
are seventy nine percent more motivated and thirty three percent

639
00:35:04.320 --> 00:35:07.639
less likely to leave, for example, according to some of

640
00:35:07.679 --> 00:35:10.840
the research. And then there's also the fact that innovation

641
00:35:11.039 --> 00:35:14.880
is often unlocked at a much higher level when employees

642
00:35:14.960 --> 00:35:18.079
feel that they're connected to the purpose. So it makes

643
00:35:18.199 --> 00:35:22.039
good business sense just from a pure numbers perspective to

644
00:35:22.199 --> 00:35:25.519
have clarity on what the organization's purpose is and make

645
00:35:25.559 --> 00:35:28.440
it such that it is very alive for the people

646
00:35:28.480 --> 00:35:29.679
who are in the organization.

647
00:35:30.920 --> 00:35:34.239
And it makes sense right because when you truly care

648
00:35:34.440 --> 00:35:38.199
about your impact, when you truly care about that which

649
00:35:38.199 --> 00:35:41.360
you're creating and your team, and there is that sense

650
00:35:41.360 --> 00:35:44.119
of belonging. When we're just talking about you are more

651
00:35:44.280 --> 00:35:49.639
likely to innovate, You're more likely to just express your creativity,

652
00:35:50.760 --> 00:35:55.400
that sense of creating something new. You are more engaged,

653
00:35:55.440 --> 00:35:59.239
as we talked about, and you collaborate better. Right, So

654
00:35:59.320 --> 00:36:03.559
there is that sense of direction, clarity, collaboration, belonging, innovation,

655
00:36:03.719 --> 00:36:07.280
risk taking, and resilience. There is a very strong link

656
00:36:07.519 --> 00:36:11.760
between purpose and resilience because of course, when you care

657
00:36:11.800 --> 00:36:15.079
about something, you're more likely to stand up again after

658
00:36:15.119 --> 00:36:18.960
an obstacle, to try again, to just have that determination

659
00:36:19.119 --> 00:36:23.039
to keep on trying despite any setbacks along the path.

660
00:36:23.360 --> 00:36:27.719
So it makes sense that organizations have greater return have

661
00:36:28.920 --> 00:36:32.920
better economics just from that angle alone. But you know what,

662
00:36:33.000 --> 00:36:35.719
it also makes sense from a human perspective because we

663
00:36:35.800 --> 00:36:40.719
want to have our employees, our team members, feel seen,

664
00:36:41.079 --> 00:36:45.519
feel heard. We want their strength to be well utilized,

665
00:36:45.559 --> 00:36:48.119
we want alignment with their values, we want them to

666
00:36:48.360 --> 00:36:51.199
care and enjoy what they're doing. So it makes sense

667
00:36:51.239 --> 00:36:52.840
from so many different perspectives.

668
00:36:53.800 --> 00:36:55.239
And there's one more thing that you talk about in

669
00:36:55.280 --> 00:36:57.599
your book that I completely align with as well, when

670
00:36:57.599 --> 00:37:01.440
it comes to the economic benefits of really operating from purpose,

671
00:37:01.800 --> 00:37:03.719
and that speaks to the idea of service. So when

672
00:37:04.079 --> 00:37:07.280
when the team members are really so aware and they're

673
00:37:07.320 --> 00:37:10.000
living the purpose of the organization, they want to better

674
00:37:10.039 --> 00:37:13.119
serve whoever the customer is, and that's where we see

675
00:37:13.119 --> 00:37:15.960
a lot of innovation happen because they're so riveted and

676
00:37:16.000 --> 00:37:19.079
so understand and care about that customer because they feel

677
00:37:19.119 --> 00:37:21.960
cared for that, that's also where we see the innovation.

678
00:37:22.039 --> 00:37:24.320
And I want to really celebrate that because you know,

679
00:37:24.360 --> 00:37:27.960
we all talk about emotional intelligence and such, but I

680
00:37:28.000 --> 00:37:30.400
think that that gets overlooked when we talk about why

681
00:37:30.440 --> 00:37:34.960
innovation can be so organic. It's partly it's partly a

682
00:37:35.000 --> 00:37:37.639
result of being so riveted on being of service.

683
00:37:39.639 --> 00:37:43.639
Yeah, exactly. You know, it's again, it's a motivating and

684
00:37:44.000 --> 00:37:49.079
innovating factor in the organization because you are having an

685
00:37:49.119 --> 00:37:52.559
impact that is connected with your core strengths and the

686
00:37:52.599 --> 00:37:54.719
things you have to offer to the world. I was

687
00:37:54.719 --> 00:37:57.960
reading a fun book called Big Magic by Elizabeth Gilbert,

688
00:37:58.239 --> 00:38:02.199
and you talked about creative living as offering your internal

689
00:38:02.239 --> 00:38:06.119
gifts outwardly in the world and having a clear purpose

690
00:38:06.280 --> 00:38:09.679
unlocks that capacity for yourself to be a channel for

691
00:38:09.760 --> 00:38:12.840
what you want to offer through your organization to impact

692
00:38:12.920 --> 00:38:13.320
the world.

693
00:38:15.239 --> 00:38:15.960
Sounds great to me.

694
00:38:17.239 --> 00:38:20.280
Okay, So Cadarlin, know you mentioned something earlier about having

695
00:38:20.320 --> 00:38:22.840
you know, purpose statements, purpose mission, vision value statements and

696
00:38:22.880 --> 00:38:26.119
how for a lot of organizations they might be situated

697
00:38:26.159 --> 00:38:27.880
somewhere in a wall that somebody would try to go

698
00:38:27.960 --> 00:38:29.719
and you know, go read from it. It's not in

699
00:38:29.760 --> 00:38:33.159
their hearts, or it's on the website someplace. And I

700
00:38:33.239 --> 00:38:34.679
know the two because as part of the work that

701
00:38:34.760 --> 00:38:38.400
I do, and so there is a disconnect between how

702
00:38:38.480 --> 00:38:43.480
an organization is actually living that versus how it's dictated

703
00:38:43.480 --> 00:38:45.679
on the wall, and there's an opportunity there to be

704
00:38:45.760 --> 00:38:48.960
able to align those things. So let's just talk a

705
00:38:48.960 --> 00:38:50.880
little bit about that. You know, how important it is

706
00:38:50.920 --> 00:38:54.840
to really understand purpose, mission, vision values and align that

707
00:38:54.960 --> 00:38:57.480
with the way that organizations actually live it and what

708
00:38:57.519 --> 00:38:58.480
happens when they don't.

709
00:38:59.280 --> 00:39:00.920
M hmm. Yeah.

710
00:39:00.920 --> 00:39:04.480
So I can begin with that, and as you say it,

711
00:39:04.840 --> 00:39:09.400
oftentimes it's something that one team comes up with, right,

712
00:39:09.440 --> 00:39:12.840
So someone come up with our mission and vision statements

713
00:39:12.840 --> 00:39:17.199
and our purpose statements, and so a sub group creates

714
00:39:17.239 --> 00:39:20.000
them and as you're saying, that they post them on

715
00:39:20.000 --> 00:39:22.840
a wall. But now that we're you know, a more hybrid,

716
00:39:22.920 --> 00:39:26.440
more remote environment, people might not even see that new

717
00:39:26.480 --> 00:39:30.320
employees get onboarded to the organization, and that may be

718
00:39:30.599 --> 00:39:33.320
part or not of the onboarding process. And if it is,

719
00:39:33.360 --> 00:39:35.800
it's just like read this thing, read read this one

720
00:39:35.840 --> 00:39:39.719
pager kind of thing. Initially you've read it, right, yeah, yeah,

721
00:39:39.800 --> 00:39:42.079
initially that you've read it, then you understand kind of thing.

722
00:39:42.239 --> 00:39:44.119
Or it's on the website, but it is the one

723
00:39:44.159 --> 00:39:49.639
page that never gets updated or reviewed. And and it

724
00:39:49.760 --> 00:39:54.079
is so important because words matter so much. It is

725
00:39:54.119 --> 00:39:58.000
so important to a make sure that is indeed what

726
00:39:58.039 --> 00:40:02.360
you're aiming for, what you're working toward, too, that it's clear.

727
00:40:02.559 --> 00:40:06.360
May I just say that some vision and mission statements

728
00:40:06.400 --> 00:40:11.119
are so convoluted and like what one don't really mean

729
00:40:11.679 --> 00:40:16.119
by this? Right, so unclear. They need to be clear

730
00:40:16.280 --> 00:40:19.880
and they need to be lived most importantly if they

731
00:40:19.920 --> 00:40:22.360
just sit on a piece of paper and what's the

732
00:40:22.440 --> 00:40:24.679
point They need to You need to feel them in

733
00:40:24.719 --> 00:40:27.079
your bone, you need to really care about them. They

734
00:40:27.119 --> 00:40:33.840
need to be inspiring, motivating, aspirational and yet the pointing

735
00:40:33.880 --> 00:40:36.880
the road that you're following. So they also need to

736
00:40:36.920 --> 00:40:39.920
be realistic and relevant to what you're doing. So it's

737
00:40:39.960 --> 00:40:43.119
really really important to go back and revisit it and

738
00:40:43.440 --> 00:40:46.119
to make sure that everybody has clarity on it. I

739
00:40:46.119 --> 00:40:47.920
think in the book we talk about an example of

740
00:40:48.000 --> 00:40:49.920
a team that I was a part of, and the

741
00:40:50.039 --> 00:40:55.920
vice presidents, our team lead, decided to print a beautiful

742
00:40:56.039 --> 00:40:59.840
cards with a purpose statement. Yeah, she called it might

743
00:40:59.880 --> 00:41:03.119
be called it our north star. And so each person

744
00:41:03.199 --> 00:41:06.239
had when we were all on our desks in the office,

745
00:41:06.440 --> 00:41:10.159
each person had by their desk this piece of paper

746
00:41:10.320 --> 00:41:12.760
and it said, this is our north star. And so

747
00:41:12.800 --> 00:41:15.360
every time you are questioning, like what is it that

748
00:41:15.360 --> 00:41:18.519
I'm supposed to be doing, is this something I should prioritize,

749
00:41:18.599 --> 00:41:21.199
you just go back and look at it and read it,

750
00:41:21.239 --> 00:41:23.880
and he should be filled. And of course that's just

751
00:41:23.960 --> 00:41:27.400
one example of something tactical that could be done. But

752
00:41:27.519 --> 00:41:30.239
I think here we can be very creative in the

753
00:41:30.280 --> 00:41:34.800
ways to bring to life those purpose statements to make

754
00:41:34.800 --> 00:41:38.119
sure they are really integrated in everything that we do.

755
00:41:38.239 --> 00:41:41.760
Otherwise people can go into a purpose drift. And I

756
00:41:41.920 --> 00:41:42.840
let Rich.

757
00:41:42.679 --> 00:41:45.159
Talk about that, yeah, and I'll give some examples, you know,

758
00:41:45.199 --> 00:41:47.119
because it really comes the other thing that I want

759
00:41:47.159 --> 00:41:50.079
to share is that it comes down to what Aristotle

760
00:41:50.199 --> 00:41:53.039
way back in ancient Greece in his first book on physics,

761
00:41:53.079 --> 00:41:57.440
called first principles. So purpose is a first principle. We

762
00:41:57.480 --> 00:42:00.559
have this in the book, meaning the core or a

763
00:42:00.599 --> 00:42:05.400
foundational concept upon which every other concept is built. That's

764
00:42:05.440 --> 00:42:08.440
what a first principle is. And purpose for an organization

765
00:42:08.840 --> 00:42:12.119
is a first principle. Right. And so let me give

766
00:42:12.119 --> 00:42:14.679
you an example, like a great example of and I

767
00:42:14.760 --> 00:42:16.599
like to give example a non example as I like

768
00:42:16.639 --> 00:42:19.480
to call it. Right, So, like at one point in time,

769
00:42:20.000 --> 00:42:24.079
Boeing was known for engineering excellence. That was its first

770
00:42:24.119 --> 00:42:27.880
in the world to deliver engineering excellence. Somewhere along the

771
00:42:27.920 --> 00:42:31.239
way it experienced what we call a purpose drift, which

772
00:42:31.320 --> 00:42:33.800
is it got away from its first principles. It got

773
00:42:33.840 --> 00:42:37.039
away from that concept of engineering excellence is what we

774
00:42:37.079 --> 00:42:39.599
are based on. It happened around the time of their

775
00:42:39.599 --> 00:42:42.639
merger around with McDonald Douglas, which was focused very much

776
00:42:42.679 --> 00:42:46.360
on cost cutting and efficiency, so that became a priority.

777
00:42:46.639 --> 00:42:49.400
As a result of that, For example, the headquarters moved

778
00:42:49.400 --> 00:42:53.480
from Seattle to the Chicago area, but manufacturing and production

779
00:42:53.599 --> 00:42:56.239
was still in Seattle, and they were disconnected and quality

780
00:42:56.280 --> 00:43:00.000
assurance fell off, and we know what's happened, numerous acts,

781
00:43:00.000 --> 00:43:03.159
accidents all the way through this very year, but also

782
00:43:03.239 --> 00:43:06.840
previous years with Lionaire and you know, Ethiopia and airlines

783
00:43:06.920 --> 00:43:10.000
that were Boeing planes because qualities suffered. Here the United States,

784
00:43:10.039 --> 00:43:12.760
a window blew out on an Alaska flight, right Boeing

785
00:43:12.800 --> 00:43:16.760
plane because they lost sight of their first principles. But

786
00:43:16.920 --> 00:43:20.119
a good example of a purpose reset that draws on

787
00:43:20.280 --> 00:43:24.440
the first principle of purpose is CVS care Mark right

788
00:43:24.559 --> 00:43:28.159
where they at a certain point decided to stop selling

789
00:43:28.159 --> 00:43:32.519
tobacco products that cost them two billion dollars a year

790
00:43:32.519 --> 00:43:36.760
in revenue. But what they understood was because they were there,

791
00:43:36.800 --> 00:43:40.719
their first principles were the health and well being of people.

792
00:43:41.480 --> 00:43:44.280
They decided that was inconsistent with it. They weren't going

793
00:43:44.320 --> 00:43:47.920
to drift from their purpose and instead they were going

794
00:43:47.960 --> 00:43:51.880
to double down and provide consultation services through their pharmacies

795
00:43:51.920 --> 00:43:54.360
and eventually worked with insurance companies to the point where

796
00:43:54.360 --> 00:43:57.639
they acquired one, which was EDNA, and they actually drastically

797
00:43:57.719 --> 00:44:01.400
increased their revenue. You know, since taking that move so

798
00:44:01.440 --> 00:44:04.519
in a certain way, making a decision to forego some

799
00:44:04.719 --> 00:44:07.280
revenue to stay true to your first principles and your

800
00:44:07.360 --> 00:44:12.239
purpose actually clarified their focus and help them expand. So

801
00:44:12.280 --> 00:44:15.039
they had to decide to stop doing something in order

802
00:44:15.119 --> 00:44:19.719
to remain on purpose and true their first principles. So

803
00:44:19.840 --> 00:44:23.599
two good examples out there of organizations that really tried

804
00:44:23.639 --> 00:44:26.159
to keep purpose alive. Remember way back in the beginning

805
00:44:26.159 --> 00:44:29.320
of this conversation, it's an ongoing process. Oh, we've been

806
00:44:29.360 --> 00:44:32.960
selling tobacco products. Is that consistent with our purpose? You know? Oh?

807
00:44:33.039 --> 00:44:36.960
Are we still delivering engineering excellence? Wasn't that our original purpose? Right?

808
00:44:37.000 --> 00:44:40.119
So the ongoing process of building that awareness and then

809
00:44:40.159 --> 00:44:44.599
aligning your actions to deliver it, that's how we've always

810
00:44:44.639 --> 00:44:45.719
defined purpose as a verb.

811
00:44:46.920 --> 00:44:48.840
So excellent to bring that home, Rich, I want to

812
00:44:48.880 --> 00:44:50.840
see if we can get in two more things really quick,

813
00:44:50.840 --> 00:44:52.719
because we're close to time here. I do want to

814
00:44:52.760 --> 00:44:56.320
situate the importance of also enrolling external stakeholders in this

815
00:44:56.400 --> 00:44:59.639
whole purpose quest, and that means you know your customers,

816
00:44:59.639 --> 00:45:03.119
you're in investors, regulators, anybody who can influence the success

817
00:45:03.199 --> 00:45:06.800
or failure of the organization. I do something called purpose

818
00:45:06.880 --> 00:45:09.320
visioneering to bring those parties together to be able to

819
00:45:09.360 --> 00:45:11.800
line over that. But I think a lot of organizations

820
00:45:11.840 --> 00:45:14.679
are not considering those other parties when it comes to

821
00:45:14.840 --> 00:45:18.199
their purposed purpose process. If you could just speak very

822
00:45:18.199 --> 00:45:20.119
briefly to that and then have one more question before

823
00:45:20.119 --> 00:45:20.559
we go.

824
00:45:22.159 --> 00:45:26.360
Yeah, and if you think about a brand's purpose, that's

825
00:45:26.400 --> 00:45:31.760
actually a beautiful process for a brand to understand what

826
00:45:32.000 --> 00:45:35.760
it stands for and how does that have an impact

827
00:45:35.760 --> 00:45:39.199
on all of those external stakeholders. So a big one

828
00:45:39.400 --> 00:45:44.119
that we can highlight right now is customers. Consumers, people

829
00:45:44.400 --> 00:45:48.599
buy the brand because of the impact it's going to

830
00:45:48.760 --> 00:45:54.079
have on the planet, on the world societies, not just

831
00:45:54.119 --> 00:45:56.800
for the product or service itself, right, And we've seen

832
00:45:56.960 --> 00:46:00.400
so many examples of that. We talk about many samples

833
00:46:00.400 --> 00:46:03.199
of that in the book, And so just the importance

834
00:46:03.239 --> 00:46:08.400
of really understanding that people will pay, will vote with their.

835
00:46:08.400 --> 00:46:12.440
Dollars, yes, their fear are not or their feet exactly,

836
00:46:12.519 --> 00:46:16.679
and whether or not you are aligned with a purpose

837
00:46:16.719 --> 00:46:18.480
that feels right to people.

838
00:46:18.519 --> 00:46:20.480
And I think that's growing with new generations.

839
00:46:21.719 --> 00:46:24.239
I find that really so exciting. I feel like it's

840
00:46:24.320 --> 00:46:28.039
just so civilized and it's such so conscient, conscionable and such.

841
00:46:28.719 --> 00:46:30.119
The last question I want to get to here is

842
00:46:30.159 --> 00:46:31.760
I want to situate because if people are listening to

843
00:46:31.840 --> 00:46:33.679
this are like, yeah, this sounds really really great and

844
00:46:33.760 --> 00:46:36.719
it's not my job and I can't do anything about that,

845
00:46:36.880 --> 00:46:39.519
and guess what it is and you can. And so

846
00:46:39.559 --> 00:46:41.719
I really like how you talk about a purpose reset

847
00:46:41.760 --> 00:46:44.440
for an organization can involve any role, whether you're a

848
00:46:44.519 --> 00:46:47.679
leader or a founder, whether you're part of the people

849
00:46:47.760 --> 00:46:52.199
or culture teams, whether you're an employee, whether you're a customer.

850
00:46:52.239 --> 00:46:54.840
I think that is so empowering if you could just

851
00:46:54.880 --> 00:46:55.920
briefly speak to that.

852
00:46:56.599 --> 00:46:58.920
It goes to things like perception and narrative and what

853
00:46:59.000 --> 00:47:01.119
you tell yourself and how do you understand your role?

854
00:47:01.280 --> 00:47:01.400
Right.

855
00:47:01.519 --> 00:47:04.159
Love that story about like they were asking someone was

856
00:47:04.199 --> 00:47:06.039
like taking a tour of NASA and they were asking

857
00:47:06.079 --> 00:47:08.079
in Jenner, what do you do around here? And he

858
00:47:08.159 --> 00:47:12.679
basically said, I help put people on the moon. And

859
00:47:12.719 --> 00:47:16.360
so like, really seeing that through line, that connectivity throughout

860
00:47:16.639 --> 00:47:20.639
is what we'll keep that purpose alive on an ongoing basis.

861
00:47:22.480 --> 00:47:24.280
So we've come close to the end here.

862
00:47:24.280 --> 00:47:25.679
I want to give you both a chance to say

863
00:47:25.719 --> 00:47:29.119
close and say, like thirty seconds each year, you know

864
00:47:29.199 --> 00:47:31.679
that the show's listened by people around the world who

865
00:47:31.719 --> 00:47:34.280
are interested in either trying to become part of an

866
00:47:34.280 --> 00:47:37.039
ourization that is doing what we're talking about here. They're

867
00:47:37.039 --> 00:47:40.840
trying to become better leaders versions of themselves, or they're

868
00:47:40.880 --> 00:47:43.280
just trying to be trying to step onto this purpose

869
00:47:43.320 --> 00:47:46.159
path individually? What would you each like to leave them with?

870
00:47:50.239 --> 00:47:55.960
I can start with First of all, you just serve

871
00:47:56.760 --> 00:48:00.519
to live a life of meaning and purpose. It's not

872
00:48:00.920 --> 00:48:04.760
just for a few lucky ones you, every single person

873
00:48:04.800 --> 00:48:08.480
who serves that number one, number two. Purpose is not

874
00:48:08.599 --> 00:48:11.400
just about work. Meaning is not just about work. And

875
00:48:11.480 --> 00:48:14.920
even though of course this conversation focuses on that there

876
00:48:14.920 --> 00:48:17.800
are so many sources of meaning and fulfillment out there,

877
00:48:18.119 --> 00:48:20.960
go out and seek them, go out and live them.

878
00:48:21.400 --> 00:48:24.159
And three, take action because the only way you're going

879
00:48:24.199 --> 00:48:27.559
to get that immediate feedback on whether something feels aligned

880
00:48:27.639 --> 00:48:31.159
or not is by doing it, by taking action. So

881
00:48:31.320 --> 00:48:34.440
keep on going on your purpose path. You're already walking it.

882
00:48:36.239 --> 00:48:39.239
And my encouragement would be to know that purpose is

883
00:48:39.320 --> 00:48:44.039
a practice and whatever you practice grows stronger. Though there

884
00:48:44.039 --> 00:48:47.920
are ways you can practice developing clarity about purpose and

885
00:48:48.000 --> 00:48:53.360
aligning your everyday actions and behaviors towards that awareness, and

886
00:48:53.440 --> 00:48:56.559
in that way you practice purpose and keep practicing it

887
00:48:56.880 --> 00:49:00.679
throughout your lifetime, throughout your working career and beyond, because

888
00:49:00.679 --> 00:49:03.719
that's what keeps it alive and strengthens it purpose as

889
00:49:03.760 --> 00:49:04.320
a practice.

890
00:49:05.920 --> 00:49:07.880
I am so delighted to know both of you, to

891
00:49:07.960 --> 00:49:09.639
have learned from you, to be inspired by you. And

892
00:49:09.679 --> 00:49:11.800
now guess what, you know, You're stuck with me. You

893
00:49:11.840 --> 00:49:14.079
can't get away from me. So thank you Carolina, Thank

894
00:49:14.119 --> 00:49:16.039
you Rich for being on working and purpose, sharing your

895
00:49:16.039 --> 00:49:18.760
beautiful work, your hearts, and your souls. So good to

896
00:49:18.800 --> 00:49:22.119
have you on. Thank you, thank you, thank you for listening.

897
00:49:22.199 --> 00:49:26.000
Thanks absolutely and devouring your book. I loved it. Listeners

898
00:49:26.000 --> 00:49:28.679
and viewers, you are going to want to be connected

899
00:49:28.760 --> 00:49:30.719
to both of these people. I would tell you to

900
00:49:30.760 --> 00:49:33.559
first start by going to LinkedIn and finding them both.

901
00:49:33.599 --> 00:49:37.119
You have Carolina Lasso so c A r O l

902
00:49:37.239 --> 00:49:40.119
I n A Lasso is l A S s O

903
00:49:40.800 --> 00:49:43.400
and you have Rich Fernandez r I c H and

904
00:49:43.440 --> 00:49:46.880
the Fernandez f E r n A n D Easy.

905
00:49:47.559 --> 00:49:50.719
You can also find more about the book on Carolina's website,

906
00:49:50.719 --> 00:49:54.440
which is Carolina Lasso dot com. Last week, if you

907
00:49:54.480 --> 00:49:56.079
missed the live show, you can always catch it be

908
00:49:56.159 --> 00:49:59.440
recorded podcast. We were on your professor Thaudius Metz talking

909
00:49:59.480 --> 00:50:03.280
about the decades long work he's had investing in meaning

910
00:50:03.280 --> 00:50:06.239
in life and meaning in work research. It was very

911
00:50:06.360 --> 00:50:09.079
chew a conversation that helps really explain why meaning is

912
00:50:09.079 --> 00:50:12.840
so important to people's lives for fulfillment, performance and vitality.

913
00:50:13.679 --> 00:50:16.280
Next week we'll be on air with the Beautiful African

914
00:50:16.320 --> 00:50:20.679
Women due of Funke Michaels and Absa Ning will be

915
00:50:20.719 --> 00:50:24.280
talking about their book Modern Leadership, Inspired by Mother Nature.

916
00:50:24.599 --> 00:50:26.360
The book is one part a call for women to

917
00:50:26.440 --> 00:50:29.440
help and support and champion one another across life, and

918
00:50:29.519 --> 00:50:32.280
one part a delightful deep dive into how ten different

919
00:50:32.280 --> 00:50:36.119
animals can give us insight into being better leaders, starting

920
00:50:36.159 --> 00:50:38.880
with the bee, to the ant, to the owl, and

921
00:50:38.920 --> 00:50:42.159
the octopus to name justife. It is a very fresh

922
00:50:42.159 --> 00:50:44.719
take on how we humans can be enlarged and more

923
00:50:44.719 --> 00:50:48.199
effective by immersing ourselves in the wisdom of nature. See

924
00:50:48.199 --> 00:50:49.800
you then, remember that work is one of the best

925
00:50:49.800 --> 00:50:52.239
adventures and means of realizing our potential and making the

926
00:50:52.280 --> 00:50:54.840
impact we crave and can give us the opportunity to

927
00:50:54.920 --> 00:50:56.920
do business in a way that betters the world. So

928
00:50:57.000 --> 00:50:57.920
let's work on purpose.

929
00:51:01.480 --> 00:51:04.119
We hope you've enjoyed this week's program, be sure to

930
00:51:04.159 --> 00:51:07.840
tune into Working on Purpose featuring your host, doctor Elise Cortes,

931
00:51:07.960 --> 00:51:11.280
each week on W four CY. Together, we'll create a

932
00:51:11.280 --> 00:51:15.920
world where business operates conscientiously. Leadership inspires and passion performance,

933
00:51:16.000 --> 00:51:18.760
and employees are fulfilled in work that provides the meaning

934
00:51:18.800 --> 00:51:22.599
and purpose they crave. See you there, Let's Work on Purpose.