Purpose. That Herculean thing every brand, company, and body is searching for yet can't seem to find -- the reason for which they exist. There are over 89 million search results in Google for a "purpose-driven life" and over 50 thousand books on "finding your purpose" currently available on Amazon. Millions of people all over the world flock to  self-help aisles, speeches, podcasts, and webinars to treat this self-diagnosed epidemic some call a purpose problem. 

Tim Cook was one of them.  

The famous CEO of Apple admitted to a sea of new graduates and their families in last year's MIT commencement speech that it took him about 15 years to find his purpose. He kept searching for meaning while adding achievements to his resume, yet, the question remained for him: Is this all there is? 

Sound familiar?

Since joining Apple, Cook claims to have found it. Or better stated, he came face-to-face with the realization that he, we, everyone, share the same purpose.

At the recent Revolution: Apple Changing the World Town Hall on MSNBC, Cook was asked by an audience member what advice he would have given to his high school self, Cook said, "The truth is we all have the same purpose, and so we should all quit looking. Our purpose is to serve humanity."

As someone who is the founder and CEO of a tech company who's sole purpose is to positively shape humanity, and who's social-media bio states "believer in the power of humans to empower humanity," my exhale upon reading this excerpt blew through the island of Manhattan with the strength of a Category 5 storm. Finally! Someone said it!

I couldn't help but think, imagine if summaries on resumes, tattoos on arms, and walls of corporations shared this expression. If we all carried out the same intention, "to serve humanity." What would our news headlines look like? What would our leaders look like? What would our interactions in the world look like?

Before you click to order your latest purpose-cure purchase, or plan a retreat for your company, think about saving yourself 15 years of searching and replacing it with three simple words, "to serve humanity."

After all, isn't that all there is?

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Published on: Apr 27, 2018