Prof. Concépcion Galdón, Vice-Dean for Business with Purpose at IE Business School, and Director of the IE Foundation’s Center for Social Innovation & Sustainability, shares her insights into DARE, a framework that helps individuals and organizations not invent purpose, but uncover what they already know – about their unique role in the world and how they contribute to it.

“Everyone has their own specific vocation or mission in life… a concrete assignment that demands fulfillment. Therein he cannot be replaced, nor can his life be repeated.”
— Viktor E. Frankl, Man’s Search for Meaning [1]

Imagine walking into a Swiss watchmaker’s workshop, where tiny, intricate pieces are laid out before you. Alone, each may seem insignificant, but together, they create something remarkable. Remove one, and the system fails.

Or think of the human body. The smallest cell or the least understood organ only makes sense in connection to the whole. Each part finds its meaning through its relationship with the others.

The same is true for us. We belong to a broader social-ecological system, as Nobel Laureate Elinor Ostrom describes—a system that includes every person, animal and natural element [2]. Planet Earth doesn’t need us. It was here long before life appeared and will endure long after we’re gone. But we need it—and we need each other.

Human vulnerability demands collaboration. The two core instincts of survival—self-preservation and species continuation—both depend on pro-social behavior for humans. Our success is collective, not individual. Our survival—physical and emotional—depends on connection. Research confirms that those with a strong sense of purpose live longer, are healthier, and experience greater well-being.

This is what I explore daily as Vice Dean for Business with Purpose at IE Business School—helping students and businesses uncover the irreplaceable role they play in a greater whole.

To do this, I invite them to DARE—to Discover, Align, Realize, and Evolve their purpose. DARE is not a tool but a framework—one that accommodates diverse perspectives, philosophies, and traditions. It isn’t meant to be novel or disruptive. Quite the opposite: it was designed to feel familiar.

Purpose isn’t about a neatly packaged statement. It’s about continuous engagement with the world—understanding our role within it. DARE is an invitation to that journey—not just for individuals, but for businesses too.

Dare to Discover

“What a long time it can take to become the person one has always been.” – Parker J. Palmer [3]

Purpose isn’t something you invent—it’s something you uncover. But discovering it isn’t always easy. We absorb so many external expectations about what success should look like that we often mistake them for our own. Real purpose isn’t imposed from the outside—it emerges when we strip away those expectations and look at what truly energizes us.

The clearest mirror we have? Our lived experiences. Rather than chasing an abstract idea of purpose, pay attention to patterns in your past: What strengths and attitudes emerge naturally in crisis? When have you felt most energized, most “in flow”?  Psychologist Mihaly Csikszentmihalyi describes flow as the state where challenge and skill are perfectly balanced, often leading to a deep sense of meaning and intrinsic motivation. [4]

For some, writing a purpose statement can be helpful, but it’s not essential. Some people never write theirs down, yet live with deep conviction about what matters to them. Purpose isn’t about a polished phrase—it’s about recognizing the unique way you relate and contribute to the world.

The same is true for organizations. Many companies mistake purpose for a branding exercise, crafting polished statements that sound good but mean little. As Donella Meadows reminds us, “Purposes are deduced from behavior, not from rhetoric.” [5] A company doesn’t create its purpose—it uncovers it by looking at how it already operates, what impact it truly makes, and what role it plays within the broader system.

Discovery requires honesty. Whether for individuals or organizations, the question isn’t What should I be? but rather, Who am I already?

Dare to Align

“People allocate fewer and fewer resources to the things they would have once said mattered most.” – Clayton Christensen [6]

Discovering purpose is just the start—the next step is ensuring your actions align with it. Unfortunately, self-perception is tricky. We justify our actions and assume our intentions are clear. But purpose isn’t about what we think we stand for—it’s about what we demonstrate through our choices.

That’s why alignment begins with deep listening—seeking honest perspectives from those who know us well. Ask a trusted friend, mentor or colleague: Where do you see me most engaged? If you had to describe what I stand for, what would you say?

Then comes action reflection—because, as Batman put it, “It’s not who you are underneath, it’s what you do that defines you.” [7] It’s easy to believe we are aligned, but real behaviors tell the truth. Looking at your actual choices, ask: If someone only observed my behavior, what would they think I stand for?

The same applies to businesses. A company’s real purpose isn’t found in website statements—it’s revealed in daily decisions. Organizations must also engage in deep listening—seeking feedback from employees, customers, and stakeholders. Then comes corporate action reflection—analyzing whether business practices align with stated values. Leaders must ask: If a customer or employee only observed our actions, what would they say we prioritize? If the answer doesn’t match the purpose you uncovered, the organization is not aligned.

Alignment requires honest assessment—before we find ourselves among those who, as Christensen warns, have neglected what once mattered most.

Dare to Realize

“The rubber meets the road when a potential yes means saying a thousand noes to a legion of legitimate choices.” – Dan B. Allender [8]

Awareness without action leads nowhere. Once you have discovered your purpose and assessed your alignment, the next step is the hardest: living it out.

Realizing purpose is not about big declarations; it’s about making choices that reinforce what truly matters. This is where many struggle. We wait for the “right time” to fully commit, telling ourselves we’ll pursue what matters once things settle down, once we have more clarity, once we feel ready. But purpose isn’t realized in the future—it’s shaped by the decisions, big or small, we make right now. So, ask yourself: What small steps can I take to make purpose real in my daily life?

For businesses, the same challenge applies. Many organizations define purpose but fail to implement it. Realizing purpose in business means ensuring that it is reflected in strategy, operations, and culture. It’s not about having a well-worded statement—it’s about whether leadership consistently makes decisions that align with purpose, even when it’s inconvenient.

Purpose is not theoretical. It’s not a belief—it’s a way of being. Realizing it means taking action, no matter how imperfect, and owning the choices that make it real.

Dare to Evolve

“The meaning of life differs from man to man, from day to day, and from hour to hour.” – Viktor Frankl [9]

Purpose is not a fixed destination—it evolves as you grow.

Some resist this idea, believing that once they’ve defined their purpose, it should remain unchanged. But life is dynamic. Who you were at 20 is not who you are at 40. Your experiences, your environment, and the world around you will shift—and with them, your purpose will deepen, expand, and sometimes even take unexpected turns.

That’s why evolution is built into the DARE framework. It’s not just about discovering, aligning, and realizing purpose once—it’s about creating the habit of doing so again and again, at every stage of life and business.

Businesses, too, might need to evolve their purpose. A company’s expression of purpose might have to shift to remain relevant. Or maybe not. Just as markets, industries, and social expectations change, so too might a business’s way to engage with them in meaningful ways evolve. For leaders, this means regularly asking: How has our role in the world evolved? Are we responding to its changing needs while staying true to ourselves?

Will You DARE?

Purpose isn’t a statement—it’s a way of being. It’s uncovered through experience, aligned through honest assessment, realized through action, and refined over time. Whether for individuals or organizations, purpose demands courage—the courage to discover, to align, to realize, and to evolve. It’s not a one-time exercise but an ongoing journey. So, the only question left is: Will you DARE?

For the list of notes and sources used in this article, please click here.

Useful links:

• Link up with Prof. Concépcion Galdón on LinkedIn
• Read a related article: Profit with Purpose: Innovations from the Global South 
• Discover the IE Center for Social Innovation & Sustainability
• Visit the IE Business School website and apply for an IE MBA.

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