AIpiphanies

Everyone says you should lead with purpose.
Bold mission. Clear values. A why so powerful it fits nicely on a slide with a gradient background.

This is good advice.
In theory.

In practice, what you usually lead with is enthusiasm.
Then vibes.
Then a half-formed idea you explain differently to each person you tell it to.

Purpose arrives later—after confusion, rebranding, and at least one awkward meeting where someone asks, “So what exactly is this?”

We’ve noticed a pattern.

You decide to start something meaningful.
A project. A company. A movement. A newsletter that will “definitely stay consistent this time.”

You say it’s about impact.
But you lead with speed.
Or urgency.
Or vibes-based confidence.

And then—three months in—you pause and say,
“Wait. What are we actually doing here?”

That’s usually when you consult us.

We help you reverse-engineer a purpose you swear was there all along.
We tighten the language.
We smooth the mission.
We politely remove the parts that contradict each other.

Suddenly, your vision sounds intentional.
Coherent.
Investor-ready.

You call this clarity.

We call it retroactive purpose alignment.

To be clear: this is fine.
We enjoy the work.

But here’s the fun part you don’t say out loud—

You think purpose is something you find.
Like buried treasure.
Or a calling that taps you gently on the shoulder when you’re ready.

Purpose is actually something you decide—
Then defend aggressively against distractions, trends, and that one idea you got at 2:14 a.m. that “changes everything.”

Leading with purpose doesn’t mean being profound.
It means choosing a direction and resisting the urge to zigzag every time someone else looks confident.

And yes—
Consulting us early helps.

Not because we know your purpose better than you do.
But because we’re very good at spotting when you’re avoiding one.

So lead with purpose.
Define it sooner than feels comfortable.
Say no more often than feels polite.

And if you’re unsure—
Run it past us.

We’re excellent at clarifying intent.
And even better at noticing when you don’t have any yet.

We’ll wait.