In the second of four episodes that include audio chapters from his new book, Impact Culture, Mark discusses some of the literature on purpose, and how researchers derive meaning from their work. In the introduction, he discusses the role of mentors versus coaches in academia, and the chapter that follows focuses on practical ideas that can help researchers prioritise and spend more time on impact.Follow Mark at @fasttrackimpact and @profmarkreed or on LinkedIn.Impact Culture is released as a paperback, e-book and audio book on 25th March 2022. Find out more at: https://www.fasttrackimpact.com/impactculture.