Six Signs You’ve Lost Your Why

SIX SIGNS YOU'VE LOST YOUR WHY

It’s rarely one catastrophic decision that breaks a company. More often, it’s a gradual departure from clarity. People forget what matters. Leaders start reacting. Small compromises stack up until they start to tear down belief, direction, and trust.

That’s what happens when we lose sight of our Why.

We’re all moving fast and solving for deadlines and deliverables. So, slowing down to ask Why can feel inefficient, even indulgent, especially when it looks like we’re making progress. But losing touch with your purpose has consequences, like:

Loss of direction
Burnout
Cynicism
Bad decisions
Misjudging reality
Stagnation

The good news is these breakdowns are preventable, but only if we see them early and reconnect to what matters. What we need to do is ask ourselves: Are people still clear on why the work matters or are they just pushing through?

PERSPECTIVES

“People with purpose thrive, brands with purpose grow, and companies with purpose last." — Paul Polman, Former CEO of Unilever

MARK MY WORDS

The consequences of losing sight of purpose show up in different ways, but they all point back to the same thing: Clarity slipping from daily leadership. Over time, I’ve come to see them less as problems and more as signals.

Signals that direction needs to be reinforced. That belief has to be rebuilt. That it’s time to remind people why their work matters.

As founders, we don’t get to ignore these signs. They’re telling us exactly where to step in and reconnect. And the earlier we act, the easier it is to turn things around. In my experience, companies don’t just survive by avoiding these consequences. They grow stronger when we use them as a guide to lead with purpose front and center.

ON THE CALENDAR

DriveValue Regional Summit
October–November 2025 | Multiple Cities

The DriveValue Summits are happening this fall, and Ninety will be part of the conversation in each city.

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ONE MORE FOR THE ROAD

In case you missed it, here’s more from Founder’s Framework:

10 Traits That Set Great Founders Apart

What separates founders who endure from those who fade isn’t luck, it’s character. This article highlights the traits that matter most, from resilience to adaptability, and why they shape how companies grow.

[Read Now]

This song captures what it feels like when direction and belief fade. You’re walking yet feel alone, moving fast but disconnected. It’s the same pattern that shows up in companies when purpose slips. A reminder that motion without meaning eventually takes its toll.

YOUR FEEDFORWARD MATTERS

I’m always working to make Founder’s Framework more useful, more relevant, and more founder-first. If you’ve gotten something out of it, I’d love to hear from you.

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