878. We often talk about "finding" our purpose as if it’s a destination on a map. But what if purpose isn’t a noun, but a verb? This week, Rachel talks with Ira Bedzow, Executive Director of the Emory Purpose Project. They discuss why purpose belongs in every industry—from real estate to healthcare—and how leaders can move away from "shoulds" to focus on what they actually want to cultivate. Learn how to build your "reflection muscle" and use the power of listening to create a culture where people truly matter.