How to find purpose: The North Star for your productivity efforts

“What’s the ONE Thing you can do such that by doing it, everything else will be easier or unnecessary?” — Gary Keller, The ONE Thing

Gary Keller, founder of Keller Williams Realty and author of The ONE Thing, didn’t begin his journey as a productivity guru. In fact, he faced the same challenge most business leaders do: being pulled in too many directions.

His real estate company was expanding, but it wasn’t yet recognized as a leader in its field. Frustrated by this disconnect, he brought his team together and posed a deceptively simple question: “What’s the ONE Thing we can do such that by doing it, everything else will be easier or unnecessary?”

The team brainstormed 100 ideas, narrowed them to 10, and chose one bold move: Gary would write a book to establish thought leadership in the industry. That one decision, anchored in purpose, resulted in a national bestseller and transformed Keller Williams into a dominant brand.

The lesson?

Success begins by identifying the one thing that matters most in the long run – your “someday” goal. From there, it becomes a matter of lining up the right dominoes and knocking them down, one by one.

The power of the few

You may have heard of the Pareto Principle – also known as the 80/20 rule – which suggests that 80% of outcomes often come from just 20% of our efforts. In other words, a small portion of what we do drives the vast majority of our results.

This principle shows up everywhere: 20% of products generate 80% of revenue, 20% of customers account for 80% of support tickets, and 20% of daily tasks lead to 80% of meaningful progress. When applied to our work and goals, it becomes a powerful filter for focus.

Not all tasks are created equal. Most of the items on your to-do list contribute very little to your long-term success. The key is to identify the handful of actions that create disproportionate impact, those high-leverage activities that move the needle.

Once you spot those few, you’ve turned your to-do list into a success list.

And it doesn’t stop there. Keller recommends taking this process even further. After identifying your top 20%, look again – what’s the 20% of that 20%? Keep narrowing until you’re left with only the vital few.

And that vital few is your purpose.

Purpose sits at the heart of meaningful achievement. Without it, even the most productive days can feel empty, but with it, your decisions gain clarity, and your energy has a place to root itself.

When you’re guided by purpose:

• You can say “no” with confidence, not guilt.
• You stop second-guessing yourself.
• You stay focused, even when the path isn’t smooth.
• You draw motivation from difficult tasks because they’re part of something that matters.

As Keller puts it, “Purpose is the straightest path to power and the ultimate source of personal strength—strength of conviction and strength to persevere.”

How to uncover yours

The first two steps in The ONE Thing process in Keller’s book show a straightforward way to surface your purpose.

Step 1: Identify What Matters

This stage is about reconnecting with your instincts – those natural sparks of curiosity and energy. Purpose isn’t something you invent from scratch; it’s often something you rediscover.

Part A: List activities that energize you

Spend a few quiet minutes listing four or five specific activities that make you feel alive and deeply engaged. These can come from any part of your life.

Examples might include:

• Designing solutions to complex problems
• Coaching someone toward their potential
• Writing content that inspires or teaches
• Creating efficient systems
• Facilitating honest team conversations

Let your gut lead the way. Think of the moments when time seems to fly because you’re fully immersed.

Part B: List outcomes that matter deeply to you

Now, jot down four or five outcomes you care about creating in the world. These reflect your personal values – the changes you want to help bring about.

For instance:

• Helping small businesses thrive
• Expanding access to education
• Raising confident, compassionate children
• Reducing workplace burnout
• Encouraging fairer hiring practices

This list isn’t about what you can do, it’s about what you want to see changed or improved.

Step 2: Find the link

Now that you’ve named the activities and outcomes that resonate with you, it’s time to connect them into a single, meaningful direction. This is where the Focusing Question becomes your compass:

“What’s the ONE Thing I can do such that by doing it, everything else will be easier or unnecessary?”

It might seem simple at first, but the power of this question lies in how it reframes your approach. It shifts the focus away from urgency and towards foundational leverage.

Break it down:

• What’s the ONE Thing I can do… : This phrase focuses you on action. Not what you could or should do, but what’s within your power today.
• … such that by doing it… : This pushes you to consider a specific action – something real and executable – that drives impact.
• … everything else will be easier or unnecessary? : This final part emphasizes leverage. The goal is to identify an action that makes other tasks simpler, or even irrelevant, because of its cascading effect.

To use the question:

• Pick one activity and one outcome from your earlier lists.
• Combine them into a sentence that answers the Focusing Question.

Examples:

What’s the ONE Thing I can do, such as simplifying work processes, so that I can help small businesses thrive, and by doing so, reduce overwhelm across their teams?

What’s the ONE Thing I can do, such as mentoring new leaders, so that I can create a culture of confident decision-making, and by doing so, reduce dependency on top-down control?*

These aren’t just goals; they’re purpose statements in motion. They align your actions with your intention and become a powerful filter for decision-making.

What if you’re still unsure?

Finding purpose isn’t always an instant revelation. If you’re feeling unsure, try the following:

Use the “Backwards Test”

Ask yourself: “If I keep doing what I’m doing for the next 10 years, will I be proud of where it leads?”. If the answer is no, take that discomfort as a valuable signal. It’s telling you something important.

Ask someone you trust

Reach out to a friend or colleague and ask: “When I’m at my best – fully alive and energized – what am I doing?”

People close to you often see patterns that you’ve overlooked.

Pay attention to emotion

If your purpose statement gives you a lump in your throat or even a jolt of fear, you’re likely on the right path. Emotions are indicators that you’ve touched on something real

Psychologist Jonathan Haidt compares our emotional self to an elephant and our rational self to the rider. Purpose activates the elephant. When both the rider and elephant move in sync, progress becomes not only possible but powerful.

What comes next?

Now that you’ve drafted your purpose, what should you do?

For now: nothing.

Let it settle. Print it. Post it on your mirror, your desk, or your phone’s lock screen. Live with it for a few days and see how it feels. If it continues to resonate, that’s a good sign. If not, revise.

Practical tips

• Don’t wait for the “perfect” purpose: Start with your first draft. Start with what feels right, post it somewhere visible, and observe how it resonates over time. You can always refine it as you go.
• Your purpose is bigger than your job title: Your job can be a channel to fulfill your purpose, but it isn’t the purpose itself. A meaningful purpose transcends roles – it’s your compass, not your position.
• Find accountability: People who write down their goals and check in with a partner are significantly more likely to succeed. Share your purpose with someone who will support you and keep you honest.

Final thoughts: Purpose is power

“At any moment in time, there can be only ONE Thing, and when that ONE Thing is in line with your purpose and sits atop your priorities, it will be the most productive thing you can do to launch you toward the best you can be”. —The ONE Thing

We learnt from the previous articles that productivity isn't about doing more, it’s about doing what matters most. And now we know nothing matters more than knowing your purpose. When your most important task is aligned with your purpose, it becomes a force that drives clarity, momentum, and fulfillment.

In the next article, we’ll explore how to bring that purpose to life through tiered goals and measurable outcomes, still using this ONE Thing framework, together with others like OKRs, SMART Goals, and the Eisenhower Matrix.