Purpose, Alignment, and the Work You're Meant to Do

If you've ever wondered whether you're building the business you're truly meant to build, you're not alone.

It's a question I find myself exploring with consultants, coaches, and thought leaders all the time. We start businesses because we want freedom, impact, flexibility, or purpose. But somewhere along the way, many of us accidentally recreate our careers instead of intentionally designing a business that aligns with who we are.

That's why I was excited to sit down with Kevin McCarthy, author of The On-Purpose Person and one of the earliest thought leaders on the concept of living and working "on purpose."

What followed was one of my favorite conversations on the Consulting Matters Podcast because it challenged me to think more deeply about purpose, calling, passion, and the role our life experiences play in shaping the work we're here to do.

What Does It Mean to Be "On Purpose"?

I've always loved the phrase on purpose because it works on two levels.

It means being aligned with your purpose, but it also means acting intentionally.

As consultants and coaches, many of us stumble into business ownership. We don't necessarily stop and ask whether we've organized our businesses around our purpose. Instead, we often recreate our previous careers under a different business structure.

Kevin explained that the hyphen in "on-purpose" is intentional.

"The reason being is that hyphen is to show the alignment. So it is first saying, Do you know your purpose? And then are you choosing to be in aligned with it?"

That distinction matters.

Being on purpose isn't simply having a purpose. It's choosing alignment with it.

Purpose, Vision, Mission, and Values Are Not the Same Thing

One of the biggest insights from our conversation was Kevin's framework for understanding purpose, vision, mission, and values.

As consultants, we often use these terms interchangeably. Kevin argues that's a mistake.

In his words:

"Purpose is a matter of the heart. It's answering this question, why do I exist?"

He went on to explain that vision lives in the mind's eye and focuses on the future. Mission is expressed through our day-to-day actions. Values govern our behavior and determine how we show up in the world.

What struck me most was his description of alignment.

"This alignment of your heart, your head, and your hands within your values is what it means to be on purpose."

That may be one of the clearest definitions of purpose alignment I've heard.

Why Passion Is Not What You Love

One of the most fascinating parts of our discussion centered around passion. For years, I've observed that strengths and passion are different things.

Strengths are often connected to what we naturally love doing. Passion, however, seems to emerge from something deeper.

I shared with Kevin that I've come to believe passion isn't necessarily what you love. Sometimes it's what you can't tolerate. It's the brokenness you see in the world and the part of you that says, Somebody needs to do something about that.

Kevin immediately resonated with that idea. He explained that the original meaning of passion was connected to suffering.

"When we see a sin or an offense in the world that so shatters our spirit that we want to do something about it, then that's where our passion is often going to lie."

That idea reframes passion completely. Passion isn't always excitement. Sometimes passion begins as heartbreak.

Your Purpose Is Often Hidden Inside Your Pain

This was the moment in the conversation that hit me hardest. Many consultants and coaches serve people who are earlier versions of themselves. They help others navigate challenges they've personally survived.

A leadership coach who experienced burnout helps leaders avoid burnout.

A business strategist who struggled to find clarity helps business owners discover theirs.

A therapist who walked through trauma helps others heal.

Kevin put it beautifully:

"I love the words you said, which is I can't not not do this."

That's often how purpose feels. Not optional. Not convenient. Not always easy.

But impossible to ignore.

He described his own journey of going through a painful business breakup and asking difficult questions about how his life had become so out of alignment. From that experience emerged a lifelong commitment to helping others find purpose and create order from chaos.

The Unexpected Insight I Received About My Own Purpose

Before our conversation, I completed Kevin's two-word purpose assessment. The result was Awakening Worth.

The more I sat with those words, the more they explained my life. As a child, I was fascinated by what was hidden beneath the surface. I shared a story about visiting Disney World as a little girl and trying to look inside the character costumes because I wanted to know what was underneath.

In many ways, that's still what I do today. I dig beneath the surface.

I help people articulate what makes them valuable.

I help them understand the power of what they do.

I help them position that value so the people they're meant to serve can see it.

Kevin reflected on that insight and said:

"Today, as a more mature woman, you are about helping people not feel unseen. You want their worth to be known and to be felt."

That observation stopped me in my tracks. Because it's true.

Why Consultants and Coaches Stay Stuck

When I asked Kevin what traps he sees consultants and coaches falling into, he didn't hesitate. His answer?

Hourly billing.

"Hourly billing is a way to start, don't get me wrong, but it's not a way to get well paid."

According to Kevin, many professionals remain trapped because they haven't fully recognized their value. Instead of positioning themselves where their expertise creates extraordinary impact, they continue trading time for money.

He introduced a concept he calls customer confluence.

"Customer confluence is where high need meets high value."

When you find that intersection, pricing conversations change. Your expertise becomes indispensable because you're solving a problem that truly matters. This aligns deeply with the work I do around positioning.

The goal isn't to appeal to everyone. The goal is to become the obvious choice for the right people.

Purpose-Driven or Purpose-Called?

One of the most thought-provoking moments came when I asked Kevin about the phrase purpose-driven.

I've used that language for years. Kevin challenged it.

His perspective?

"We are called to our purpose, we are not driven to it."

That distinction changes everything. Being driven suggests force. Being called suggests invitation.

Purpose isn't something pushing us from behind. It's something calling us forward. And we have the freedom to answer (or ignore) the call.

The Relationship Between Purpose and Profit

Many people assume purpose and profitability exist in tension. I don't believe that. Neither does Kevin.

In fact, I believe purpose often creates profitability. When you understand your strengths, serve the people you're uniquely equipped to help, and align your business with your purpose, everything becomes more effective.

Your marketing improves.

Your referrals improve.

Your confidence improves.

Your messaging improves.

And often, your revenue improves too.

Purpose isn't just about fulfillment. It's about alignment. And alignment creates momentum.

The Business You're Meant to Build

If there's one thing I took away from this conversation, it's that purpose isn't a luxury.

It's strategy. It's the foundation beneath your positioning, your offers, your marketing, and your business model.

As Kevin said:

"Purpose is answering this question. Why am I here?"

That's not a question reserved for philosophers. It's a question every consultant, coach, and business owner eventually has to answer. Because the clearer you become about why you're here, the easier it becomes to build a business that reflects it.

And when your business reflects your purpose, you're no longer building accidentally. You're building on purpose.

Next Steps

1. Discover Your Purpose with Kevin McCarthy
Visit Kevin's websites at OnPurpose.com and OnPurpose.me to explore his books, purpose resources, and two-word purpose assessment. If today's conversation resonated with you, I highly recommend taking the assessment and spending some time reflecting on what it reveals about your unique calling and how you're meant to serve.

2. Build a Brand That Reflects Your Purpose
One of my biggest takeaways from this conversation is that purpose isn't just personal; it's strategic. If you're a consultant, coach, speaker, or thought leader, I'd love to help you uncover what makes your work uniquely valuable and translate that into clear positioning, messaging, and marketing. Together, we'll identify where your experience, strengths, story, and purpose intersect so you can attract the clients you're truly meant to serve.

3. Identify Where You're Playing Small
Take a few minutes this week to ask yourself: Where am I operating from obligation instead of alignment? What would change if I organized my business around my purpose instead of around what's expected? Sometimes the next breakthrough begins with a single honest question.

Other articles you may enjoy:

• How to Overcome the Fear of Failure in Your Consulting or Coaching Business
• How Consultants or Coaches can Monetize Their Zone of Genius
• When and How Consultants and Coaches Should Use AI
• How to Focus When You Have Too Many Business Ideas
• Finding Clarity Through the Messy Middle: Reflections from My Book Retreat with Betsy Jordyn

About my guest: Kevin W. McCarthy is a bestselling author, business strategist, and widely recognized authority on purpose and leadership. As the founder and Chief Leadership Officer of On-Purpose Partners, he has spent decades helping individuals, leaders, and organizations discover their purpose and align their work with what matters most. Kevin is the author of The On-Purpose Person and The On-Purpose Business Person, books that helped shape how many entrepreneurs and consultants think about purpose, meaning, and business strategy today. Through his writing, coaching, and speaking, Kevin continues to help people move beyond simply knowing their purpose to powerfully putting it to work. https://kevinwmccarthy.com/