Discovering Purpose Through Your Core Values
Paul Corke is an executive coach, author, speaker, and considered to be a leading expert on mindset, leadership and innovation. and is also the Managing Director of Paul Corke International an innovative Executive Coaching business. He previously spent 25 years in the corporate world with award-winning results specializing in organizational effectiveness, coaching, employee engagement, talent management, and leadership development with experience in the UK, Ireland, Europe, the US, and the Middle East.
In a world overflowing with to-do lists, KPIs, and performance dashboards, many people still wrestle with a deeper question: "Why am I doing this?" Purpose isn’t found in a job title or a perfect life plan, it emerges from a far more personal, powerful place: your core values. Your values are more than words; they are the internal compass that directs your choices, fuels your passions, and shapes your legacy. When you understand them, and live by them, you don’t just feel more fulfilled; you begin to live a life of deeper clarity, alignment, and authentic purpose.
Why values are the key to purpose
Think of your life as a map. Your goals are the destinations, but your values? They’re the roads you choose to take, and how you experience the journey.
When you live out of sync with your values, you may still “succeed”, but you’ll feel a gnawing sense that something’s missing. When you live in alignment, however, your actions feel meaningful, your relationships deepen, and you show up with more energy, clarity, and confidence.
Research insight
A 2020 Harvard Business Review study found that employees who understand and align with their personal values are:
2.4x more likely to feel purposeful at work
3x more likely to report high job satisfaction
50% less likely to leave their job within 12 months
Purpose isn’t imposed, it’s uncovered through values.
Understanding Schwartz’s values model
One of the most powerful frameworks for exploring your core values is Schwartz’s Theory of Basic Human Values, developed by social psychologist Shalom H. Schwartz. His research identified 10 universal values that people hold across all cultures, grouped into four motivational categories:
Value | Core motivation |
Self-direction | Freedom, exploration, creativity |
Stimulation | Adventure, novelty, challenge |
Hedonism | Pleasure, enjoyment |
Achievement | Success through competence |
Power | Influence, leadership, social recognition |
Security | Safety, stability, order |
Conformity | Obedience, social approval |
Tradition | Cultural or spiritual continuity |
Benevolence | Caring for close others |
Universalism | Global empathy, social justice, and sustainability |
Your top values reveal what really matters to you, what energizes you, motivates you, and shapes your unique sense of purpose.
Values and authentic purpose in action
Let’s explore how aligning with your values leads to purpose:
Self-direction & creativity → Purpose in innovation
If self-direction and stimulation are core to you, your purpose may lie in entrepreneurship, the arts, or building new systems. You thrive in environments where you're free to explore and express.
Benevolence & universalism → Purpose in service
If you lead with benevolence and universalism, your purpose may involve healing, teaching, coaching, or advocacy, any work where you uplift others and stand for something greater than yourself.
Achievement & power → Purpose in leadership
Driven by achievement and influence? You may find purpose in leadership roles where you can build teams, drive vision, and make bold decisions that shape the future.
Case study: Satya Nadella (CEO, Microsoft)
Nadella’s personal values, empathy, learning, and growth, helped him reshape Microsoft’s cutthroat culture into one of curiosity and compassion. Under his leadership, the company saw record innovation, engagement, and performance.
When your values align, purpose becomes clear
Living your values is like tuning an instrument. When each string (value) is in tune, the music (your life’s purpose) becomes clear and resonant.
Let’s break it down with a practical model:
Step | Reflection prompt |
Identify core values | What principles guide my decisions when no one’s watching? |
Clarify strengths | What do I do well that brings me joy and impact? |
Explore motivations | What gets me out of bed with energy and commitment? |
Look for alignment | Where do my values, strengths, and actions already intersect? |
Case study: Leah the consultant
Leah always felt stuck in a corporate role that paid well but lacked meaning. Her values, freedom, creativity, and contribution, helped her pivot into social entrepreneurship. Within a year, she launched a coaching practice for youth empowerment. Her purpose wasn’t invented, it was discovered through values.
Organisational impact: Purpose and values in culture
Purpose-driven organisations don’t just state their values, they live them. And when company values align with employee values, the result is exponential.
Example: Patagonia
Values: Environmental sustainability, authenticity, activism
Outcome: Employees feel connected to the mission, turnover is low, and the brand is beloved. The organisation’s values inspire both internal purpose and external loyalty.
Example: Google’s “20% time”
Allowing employees to work on passion projects reflected the values of self-direction and stimulation. The result: products like Gmail and Google Maps, born from purpose-driven innovation.
Final thought: Your values are the map to your purpose
“Your work is to discover your work, and then, with all your heart, to give yourself to it.” – Buddha
Purpose doesn’t arrive in a lightning bolt. It unfolds in layers, as you clarify what matters, align how you live, and act with courage.
So ask yourself:
What do I truly value?
Am I living those values today?
How can I bring more of them into my work, relationships, and goals?
Because when you live your values, purpose doesn’t need to be found. It becomes the natural expression of who you are.
Read more from Paul Corke
Paul Corke, Leadership Innovator, Author & Speaker
Paul Corke is an executive coach, author, and speaker, and is considered to be a leading expert on mindset, leadership, and innovation. and is also the Managing Director of Paul Corke International, an innovative Executive Coaching business. He previously spent 25 years in the corporate world with award-winning results specializing in organizational effectiveness, coaching, employee engagement, talent management, and leadership development with experience in the UK, Ireland, Europe, the US, and the Middle East.
With over 25 years dedicated to coaching and mentoring leaders within organisations and with his own clients. His unique blend of innovative techniques and coaching has become a hallmark of his approach to leadership development. Recognised as the No. 1 Health & Wellness Thought Leader by Thinkers 360, Paul is also an accomplished author. His latest book, “Leadership 5.0: The Future of Leadership,” offers profound insights into ground-breaking perspectives on leadership. Paul is an engaging keynote speaker, and his commitment to advancing the field of leadership is evident in his role as a thought leader. His talks and written work underscore his dedication to shaping the future of leadership by challenging norms and fostering a mindset of continuous innovation.
