Japanese word for purpose. “A motivating force”.

Pronounced E-key-guy.

Just an awesome word.

Behavioural science suggests ikigai is a motivator more powerful than money.

Why would people join the police in Columbia during Pablo Escobar’s reign of terror, when their lives are at risk? A shared ikigai: to get Escobar.

Why would you buy a pair of TOMS Shoes, when another pair may be just as good and maybe cheaper? Ikigai. For every pair of TOMS told a pair is donated to a person in need.

Why would you work for a charity when there may be more lucrative jobs out there? Ikigai.