Sense, Purpose, Vision, mission and personal brand. Review of Viktor Frankl's book "The Man in Search of Sense"
I don't mean to discover anything new about a Work which was edited in 1946 and that's deservedly one of the best-selling essay books in the world. My intention is to try to establish, as much as possible, some parallel between THE SENSE, The Purpose, vision, mission and personal brand.
It's not easy to empathize with someone who has been through the terrible experience of surviving - almost miraculously- to various concentration camps because of his Jewish status. Putting yourself in the shoes of the psychiatrist Viktor Frankl (1905-1997) without having passed through Auschwitz is not possible in theory, but thanks to his impressive psychological-coded account of life in the kampus you can move to the worst years of Nazism and you can try to understand reactions to life prisoners, of the Kapos (name of ascended prisoners collaborating with the SS) and the soldiers in charge of the day-to-day of these facilities of destruction and death.
The Man in Search of Meaning mix an autobiography, a psychological trial and a theoretical annex on logotherapy, understood as science seeking "logos" (Sense). It's more than recommended, and the only question I ask myself is why the hell wouldn't I have read it before.
It would be a bad summary to conclude that people who have found meaning in their lives better bear the weight of reality and existence, however hard it can be. But there's some of that in reading and findings of the book. The meaning of life responds, according to Dr. Frankl, "to"Why". In other ways,, Why are we here?. Is it possible to live life without finding a reason to support?. Many of the prisoners lost their sense of life by losing their loved ones in the gas chamber, for typhus or any of the thousand reasons that killed people.
The Purpose, at least in the orientation given to the term in personal branding, would respond more to Where?. Where do we want to go? The Purpose would be more in line with a vital goal, with a destiny, and there is less relevance the sense. Losing a loved one wouldn't have to blur a purpose.
The vision responds to the For what. It remains as long-termist as the sense or Purpose, but here he introduces what branders we call the summary of the value proposition. How have I been able to help others? Drafting the vision often relies on retrospective technique, consisting of imagining your own epitaph.
The mission has to do with the road and the provisions that we will use in the journey. The Greek poet Konstandinos Kavafis spoke that the meaning of life was not marked by birth and death but by the way, by the journey (in nautical terms his poem "Journey to Itaca" speaks that the important thing is not to reach the island - the destination- but gain experiences and knowledge during the journey). The mission would then respond to the How, to our values, skills and how we conduct them on a day-to-day basis.
Back to Frankl's book, perhaps the best summary is in this paragraph that I provide in its literal form:
When it is accepted to the person as an unrepeatable being, Irreplaceable, then in all its transcendence arises the responsibility that man assumes in the sense of his existence. A man aware of his responsibility to another human being who awaits him with all his heart, or in the face of an unfinished work, you'll never be able to throw your life overboard. Meet the Why of its existence and will be able to withstand any How.
It would be perfect that those of us who are professionally dedicated to the branding staff could help to answer these four questions to our customers: Why? Where? For what? And how?. At least we tried, That's where I attest. When you get, we are potentially faced with an unrepeatable being, Only, solid-based, transcendent and responsible.
Thank you Dr.. Frankl for giving meaning to so many lives.