Passion is often fleeting. It’s rooted in how we feel, and feelings can change. Passion tends to be self-centered, focused on what energizes me.

In The Power of Moments, Chip and Dan Heath highlight research from Morten Hansen’s Great at Work, which reveals a surprising truth: purpose outperforms passion. Hansen studied more than 5,000 employees and found that those who reported high passion but low purpose performed in the 20th percentile. Meanwhile, employees with high purpose, even if their passion was low, performed far better, in the 64th percentile. Those who had both high purpose and high passion were top performers.

The message is clear: while passion fuels energy, purpose sustains excellence.

Purpose shifts our focus outward. It connects our work to a larger mission, to people we serve, to contributions that matter. When employees believe their work makes a difference, they go above and beyond. They innovate, care deeply, and find meaning in the everyday moments of their jobs.

One of the most important things an organization can do is clarify why it exists. A clear and compelling mission statement isn’t just a slogan on the wall. It’s a unifying declaration of purpose that aligns people and drives meaningful work.

Purpose doesn’t just inspire; it organizes. It gives direction when passion wanes. And when leaders continually remind their teams why they do what they do, they create an environment where individuals find joy and significance in their contribution.

So, the best advice isn’t “pursue your passion.” It’s pursue your purpose.

If your organization wants to cultivate a stronger sense of purpose, one that connects people to meaningful, impactful work, North Group can help.

The next step is a conversation where we’ll ask questions about your situation and share with you the process of building a purpose-driven organization.

Contact us you’d like to learn more and schedule a call.

Written by Derek Melleby​