Discovering Ikigai

A Path to Purpose and Fulfilment

During a visit to Japan, my wife Lucy and I were struck by the incredible work ethic and care the Japanese people brought to their daily tasks. Whether it was sweeping the streets, cooking meals, or welcoming guests to a hotel, everything was done with a deep sense of dedication and pride. This attitude seemed to permeate every aspect of life, and it wasn’t long before we learned that there was a name for it: Ikigai.

Note:

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

What Is Ikigai?

Ikigai (pronounced ee-kee-guy) is a Japanese concept that roughly translates to “a reason for being” or, more poetically, “a reason to wake up in the morning.” It’s about finding purpose, joy, and satisfaction in life by aligning what you love, what you’re good at, what the world needs, and what you can be paid for. These elements, when harmonised, give you a sense of purpose that drives you forward in both your personal and professional life.

The beauty of Ikigai is that it encourages you to integrate multiple facets of your life into a single, balanced existence. It’s not just about finding a singular passion or calling but creating a fulfilling life by weaving together your skills, values, and interests.

When talking about the work/life debate in my previous article (Haters and Heroes) I felt that Ikigai was particularly pertinent… because it’s all about finding a balance.

The Ikigai Framework: Four Overlapping Circles

A common way to understand Ikigai is through a Venn diagram, which highlights four overlapping circles representing different aspects of life:

  1. What you love – Your passions and things that bring you joy.
  2. What you’re good at – Your skills and talents.
  3. What the world needs – The ways you can contribute and add value to the world.
  4. What you can be paid for – Your profession and how you earn a living.

Where these circles intersect is where you’ll find your Ikigai. For some, this alignment might be immediate and clear; for others, it’s a journey of exploration, experimentation, and continuous self-discovery.

Incorporating Ikigai Into Your Life

Living in accordance with Ikigai isn’t a one-time revelation.

It’s a lifelong process of adjustment and growth.

You may need to make changes in both your personal and professional life to align more closely with your Ikigai. Your interests, skills, and even life circumstances may evolve over time, meaning your Ikigai will likely change, too.

But incorporating Ikigai doesn’t require you to upend your life overnight. It’s about taking small, intentional steps toward integrating the things that bring you joy and meaning into your everyday routine. Whether it’s dedicating more time to hobbies, exploring new career opportunities, or simply finding moments of joy in the tasks you already do, Ikigai can become a guiding principle for leading a more fulfilled life.

Can Ikigai Make You a Better Marketer?

As someone deeply interested in marketing, I’ve started to wonder whether the concept of Ikigai could transform the way some people approach the profession. I know that for me, the concept of Ikigai resonates. But maybe for some people, (particularly some of those on the Reddit marketing thread), move away from viewing marketing as just a job and approach it as a craft, one where every campaign, strategy, and interaction is done with care, purpose, and dedication?

If more marketers embraced Ikigai, perhaps the entire industry would rise to a higher standard and have a better reputation (remember this article was written as part of “Why do people hate marketers”). The genuine connection to purpose could enhance creativity, ethics, and customer relationships, helping people see the value in marketing rather than mistrusting it.

A Challenge for Marketers: Find Your Ikigai

So, could you incorporate Ikigai into your life?

Could it make you a better marketer, a better professional, or even a better person?

The journey may take time, but aligning your passions with your profession can lead to profound satisfaction. And maybe – just maybe – if more marketers took this approach, the stigma around marketing would fade, and people would appreciate the value we bring.

Ikigai teaches us that life is about balance. It’s about discovering the deeper meaning in everything we do. As we continue to explore this concept, we might just find that the pursuit of Ikigai not only benefits us as individuals but raises the standards of our entire industry.