“Life is never made unbearable by circumstances, but only by lack of meaning and purpose.”
“A man who becomes conscious of the responsibility he bears toward a human being who affectionately waits for him, or to an unfinished work, will never be able to throw away his life. He knows the “why” for his existence and will be able to bear almost any “how”.”
― Victor Frankl, Holocaust Survivor, Author, Man’s Search for Meaning
A political pundit who has done 100s of focus groups, said today that many people care about pain they are suffering economically and will tolerate even blatant corruption from a leader if they think that leader can benefit them financially. If he or she does not deliver, they may decide to oppose that leader, but not because of corruption. This mindset is a societal flaw; it is a deficit in social interest; consideration of consequences we cause others.
For years, it was believed that the food pyramid was the model for how to best eat. Now those priorities have been challenged and reversed by many experts. Equally unquestioned for some time is Maslow’s hierarchy of needs; that people must have their basic survival needs met as the top priority or they cannot focus on any of higher needs. What if that idea too has significant flaws? What if needs are not in such a clear-cut hierarchy and that by holding these as most important, we deny other aspects of being human?
Of course there is irrefutable evidence that without some basics (food, water, habitat), we cannot survive. But this does not diminish these questions: What does it mean to have such basics met sufficiently’? Are there other equally crucial needs to prioritize for survival? Where do the needs of the few intersect with the needs of the many? Can everyone’s needs be considered simultaneously? How can this be done?
I see a lack of consideration of these such questions in many people, including many business leaders. When I meet with such, I assess their priorities and for many, consciously or not, profitability is #1. They may rationalize this with the belief that this aligns with Maslow’s hierarchy of needs for them or that this is simply the American way; the best of capitalism.
I challenge leaders everywhere to consider: Do I have my priorities straight? Is prioritizing profitability as #1 mindful of the needs of all, including other needs I have? Is the survival of any of us based strictly or mainly on acquisition of that which is material?
I think of the story of Victor Frankl and his book Man’s Search for Meaning. In it he details the profound impacts on the very survival of concentration camp prisoners for those who prioritized purpose. It is certain their basic needs were extremely lacking regarding quality and quantity of food, water, and barracks. What Frankl prioritized, and many chose with him, was to focus on living from one’s meaningful purpose. This proved to impact survival itself.
When those fellow prisoners chose actions and made decisions based in love and care for all, defining and clinging to purpose as they would a life raft, they benefited. Despite enduring the same terrible conditions as others, they suffered less sickness, weight loss, weakness, despair and death. As they prioritized meaning above material considerations alone, their quality of life vastly improved. This mattered then and it does now.
Every struggle in our lives comes from our priority decisions, including what we decide about purpose and how we live that purpose in our ways of being and behaving. When we put profitability above people, love, and intentionally causing caring, compassionate and supportive outcomes, we are literally mentally ill. We have neglected and harmed our best selves.
We all know of people with an excessive amount of money, exorbitant profits, and material possessions and pleasures who lose their souls. They are too often callous about the wellbeing and survival of others. Not only do they cause suffering to many others, they inadvertently suffer too even though they may not fully realize it. They miss out on the most precious and valuable things of all; the love and fulfillment of a life of connection, contribution and knowing themselves as holy, powerful and lovable.
I raise the question of your priorities because you are in a position of power whether you have the title of a leader or not, whether you are a parent, or simply a citizen of the world. I encourage you to question your priorities and determine if you have them straight or if you are holding onto antiquated ideas based in a destructive belief that material acquisition should be your top priority above all else.
To have an abundant, sustainable, and valuable organization, family, and life – in every sense – requires that you question and possibly re-set your priorities. If you want help in the clarification of your purpose, values, visions and how you co-create practical applications of love and meaning in your organization and life, give us a call. We are here to help!
This article is published in my column The Extraordinary Workplace in St. Louis Small Business Monthly, December 2026.
