Purpose is something we talk about often—but rarely define well. In this episode of The FutureProof Advisor, I explore the difference between goals, values, meaning, and purpose—and why getting clear on those distinctions matters more now than ever. Purpose isn’t a box to check or a milestone to hit. It’s a narrative in motion—woven from past experiences, present decisions, and a vision of who we’re still becoming. And for advisors, guiding clients toward that clarity means first being willing to ask those questions of ourselves.

One of the greatest barriers to purpose work is that it feels uncomfortable. It’s easier to talk numbers than identity. But when we use money to avoid harder questions, we miss the real opportunity: to help clients connect their wealth to what truly matters to them. I talk about the emotional and cognitive friction that keeps us—and our clients—from engaging with purpose, and how we can create space for meaningful reflection through tools like narrative writing, values clarification, and structured dialogue. These aren’t one-time exercises. They’re part of an ongoing relationship built on curiosity, not certainty.

Helping clients find their purpose isn’t about having the right answers. It’s about being willing to explore the right questions, over and over again. Advisors who embrace that work—who model it in their own lives—are the ones who will earn the deepest trust. Because in a world where everything feels uncertain, purpose is what makes planning feel personal. And that’s where our value becomes irreplaceable.