Jump in and declare your purpose story & write your strategic story

I am that kid! This summer, I was poised to jump off a 12ft boat house into a beautiful, crystal clear Lake Muskoka.

I wanted to jump so badly!! (actually, my palms are sweating as I write this!) I wouldn’t say I have a total fear of heights, but I would not say I don’t have a fear of heights either.

I would curl my toes over the edge each time, ready to hurl myself into the blue oblivion, screaming, “here I go, yippee!”

And somehow, a moment later, I was still perched on the edge of the dock, toes cramping over the edge, looking down – it seemed so far! My body followed my mind! And I remained rooted to the edge.

I have the most patient family because they waited and waited, and finally, my mind said that the reward was too great – do it!! The body followed, and it was exhilarating.

Overthinking be damned!

So in case you are on the fence about taking this course – it is time to leap. Slay the overthinking, and the overwhelm you might be feeling about your business. The reward is too great!

To be able to put your own purpose into words you can live by is transformative!

Defining and creating the story of your brand (the one that only you can own) is the most sustainable way to grow your business and the best way to guarantee that you have the impact you know you can have.

Clarity so crisp and clear you will wonder what you were waiting for.


Jump in. It will be exhilarating!

Sign up for the RSTS subsidy to have your course tuition 100% covered. Ask us how!

🗓 Dec 3 & Dec 8
🎉 Live and in person
📍 Path Cowork


my Personal Values

I have always liked the work of Jim Collins. On a recent podcast, he talked about personal values. So, of course, he had my complete attention! He talked about pushing yourself hard to determine your values, asking if someone had observed you over the last year, what would they say were your values?

One of my personal core values is creativity. I found my way to understanding how important this value was to me when I least expected it.

My husband and I have twin boys, and when they were first born, it was a little overwhelming – ok, a lot overwhelming! My parents came out to stay with us, and when they walked through the door, they knew! The dark circles under our eyes were one giveaway, the glazed expression another. We were exhausted! Our happy bouncing baby boys were anything but exhausted. Within 5 minutes, my dad said, “Jan, you and I will take the night shift, and Mom will take the day shift.” They were baby people! Both of them could soothe a crying baby innately.

One afternoon while I was resting, my Mom was getting busy. First, she labelled and alphabetized our spices (that is another great story.) She also found my creative nook. Since the boys had arrived, it hardly resembled a creative nook, more like a dumping ground for all kinds of paraphernalia. She found some of my unfinished sketches, random art supplies, and ideas scribbled on scrap paper. She organized the whole area so that it was fresh and ready for creating.

When I woke up, she said, “your Dad and I are taking the boys for a walk. You take some time for yourself and wander over to your desk.” Mothering was wonderful and yet all-consuming. I thought I would never have time for creative endeavours again. I was sure that side of my brain was asleep! I drifted over and started to dabble. As I connected with my creative self, I realized what my Mom knew long before I did that being able to create is essential to my being (my Mom and I happened to share that value).

Since then, I have always respected and nourished this value within myself. I need space and time to create and imagine in order to optimize my best self. This is when I am most aligned and do my best work. It connects me to my center, grounding me. From there, anything seems possible.

For me, the creative process challenges me to drive invention, discovery, and curiosity. It is also at this junction where I have had spectacular successes and failures, often in equal measure and sometimes at the same time (many future blogs worthy of these examples so stay tuned)!

As purpose-driven leaders, we need to know our own core values. Our values will inform our purpose, and when we are aligned, we will have the impact on the world we know we can. Living and leading from our values is our most effective and effortless way to put our own unique stamp on the world.

It sounds easy, but the process can be challenging. Capturing your core values and finding a way to live by them is worth the effort.

And we are here for it!

If you are ready to put your purpose and values into words and action, The Story Co.’s Leaders Journey to Purpose might be just the course for you.

Interested? Email us at janet@thestoryco.ca, and let’s create your path to purpose.

Our personal purpose…how do we find it?

I was recently introduced to the one percent rule while reading Atomic Habits by James Clear. 

In this book, he describes his philosophy that making a choice that is one percent better or one percent worse seems insignificant in the moment. But, over the span of moments that make up a lifetime, these choices determine the difference between who we are and who we could be. 

While he presents this as a framework to encourage his readers to adopt healthier everyday habits, we can also use this framework to help find our purpose.  

Purpose is a word that we see and use all the time, it’s something that most of us want, and it’s something we spend most of our lives trying to achieve. 

When we talk about purpose, we have this idea that it is something we have to find, and once it’s found, it’s an end-all-be-all solution to our lives. 

I don’t think this is necessarily the case, as purpose shouldn’t be this big race to the finish line. Rather, purpose is a lifelong process of growth and trial and error. 

“Every action you take is a vote for the type of person you wish to become. No single instance will transform your beliefs, but as the votes build up, so does the evidence of your new identity.”

– James Clear, Atomic Habits

So, as we work towards ‘finding our purpose’, maybe we shouldn’t overlook what it means to ‘live on purpose’? 

This slight shift can change our entire outlook.

Each day, ‘on purpose,’ we can strive to make that one percent improvement in ourselves. 

With incremental improvements, we can also permit ourselves to enjoy the journey that purpose is, each day getting closer to the person we could and want to be.

What do you think? What does finding your purpose mean to you?

It is here! The 2022 PurposeBrand© survey!

Our last one was 2019… and wow things have changed a heap since then!

In this short survey, we will be looking to gain insight into what a PurposeBrand© means to you.
Because… what you think, means a lot to us!

And, as a thank you, we want to share with you the report we generated from our 2019 survey. All you have to do is complete the survey and it is yours!

Inside the 2019 report, you’ll find some surprising results on our respondents’ favourite purpose driven brands, their biggest business challenges, tried and true accounts of what it means to communicate their companies’ purpose, and much more!

And there is even more to this story….circle Wednesday, February 16th at noon (CST) on your calendar! That is the day we will unleash the results of the new report and talk 2022 trends for Purpose driven brands and their leaders.

magpies kitchen . purposebrand profile

If you ever wondered if elves are real, you just have to meet Sharron and Shannon, the owners of Magpies Kitchen, to know that indeed they are!

Magpies Kitchen has been a PurposeBrand since the minute they opened their doors 11 years ago! And at this time of year, they are working at elf speed to get all of us delicious treats that look as good as they taste!

They are the perfect last-minute stop, and their new takeaway style and gifts are truly the proverbial cherry on top. Turkish candies, toffee, spiced nuts peanut brittle are all beautifully packaged and ready for gifting. Their gift display features the iconic and whimsical snow people paintings by Leslie Hensrud, Bath Poetry, delicious hand creams by Matter, candles and more!

Magpies is a stocking stuffers dream!

Every single one of their products is sourced from an ethical, woman-owned Canadian company! That’s the way they roll – true to their values.

Magpies have opted to provide you with the best takeaway experience you can find by converting their dine-in space to the perfect location to zip in and pick up a meal to take home or a sweet to satisfy any sweet tooth.

What makes Magpies a PurposeBrand?

They never got into this business to only delight our taste buds – they really want to make others happy. At their core, they believe that when we gather and share a meal, we also share our common humanity. Knowing that they can be part of our everyday, special days, and most difficult days is what keeps their creativity humming and how they uniquely contribute to the world. They lead, bake, nurture, and cook with love. They see their business as an opportunity to uplift people and their communities.

Our city and our world have never been in greater need of this approach to business and life!

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