How to Find Your Purpose (Even If You Feel Completely Lost)

What I discovered when everything I’d built suddenly disappeared.

Hi friends,

Last week, I gave a talk to a group of Merrill Lynch women on the topic of *purpose*—how to find it, how to follow it, and how to rediscover it when life shifts under your feet.

Fit check before the Merrill Lynch event!

Afterward, I couldn’t stop thinking about the conversation. Because if there’s one thing I’ve learned—especially in seasons of transition—it’s this: purpose isn’t a luxury. It’s a lifeline. When everything feels uncertain, purpose keeps us grounded. It reminds us who we are, and why we get out of bed in the morning.

But let’s be honest—purpose can also feel confusing. Slippery. Out of reach.

We’re told we’re supposed to figure it out early, as if it’s a fixed destination we’re meant to arrive at. But that’s not how it works. Purpose isn’t a place. It’s a path. And the beautiful thing is—you can step onto it at any age, at any stage.

Let’s talk about how.

Passion vs. Purpose: What’s the Difference?

People love to use these words interchangeably, but they’re not the same.

Passion is personal. It’s what brings *you* joy.

Purpose is outward-facing. It’s how you create meaning and impact beyond yourself.

For me, baking was always a passion. Even in those early Sprinkles days—18-hour shifts, batter in my hair, frosting on my jeans—I was energized by the pursuit of the perfect swirl.

But my purpose was bigger than cupcakes. It was about creating joy. Bringing people together. Offering something small and nostalgic in a world that often feels too heavy.

Understanding that distinction changed everything. Because when I sold Sprinkles, yes, I lost a business—but I didn’t lose my purpose.

When Purpose Feels Foggy

Still, I won’t sugarcoat it—after Sprinkles, I felt adrift.

The calendar that had once ruled my life? Empty.

The phone that never stopped buzzing? Silent.

I thought I wanted rest. And I did. But the stillness was jarring. Like so many entrepreneurs, I had wrapped my identity around my business. Without it, I didn’t know who I was anymore.

(And I’m not alone—Carrie Kerpen, author of the upcoming The Whisper Way, says that 75% of business owners report feeling depressed within a year of selling. I was absolutely one of them.)

But here’s the truth I had to learn the hard way:

Purpose doesn’t live in a title or a company. It lives in you.

Eventually, I reconnected with mine. Not by recreating what I had before, but by listening. By tuning in to what had always mattered to me.

That’s how Pizzana came to life. Not just because I love pizza (though… I *really* do). But because I believe in food as a connector. A way to bring people together around a table, across a culture, through a shared moment. That same core purpose? Still there. Just in a new form.

Purpose can be like that—steady at its center, flexible in its expression.

The why remains. The how can evolve.

Connecting through pizza, at OLA Beach Tennis Community in Santa Monica.

The Beauty of Second Chapters

We’re told purpose has to come early, like it has an expiration date.

But some of the most inspiring women I know found their purpose in Act II—or even Act III.

A friend of mine spent years raising three daughters, all athletes. Along the way, she noticed a huge gap in coaching, scholarship support, and representation for young women athletes. Today, she manages up-and-coming talent, secures branding deals, and recently launched a sportswear line, CORTS, designed specifically for female athletes.

Another friend worked in fashion for two decades before discovering her calling in women’s health. What started as a podcast has become a full-blown wellness brand, ovii, supporting women navigating PCOS and hormonal shifts.

Then there’s the friend who in her late 40s published a bestselling memoir, The Tell. And another who left Wall Street twenty years ago and now leads a financial empowerment community for women, Women Abundance Collective.

The common thread?

They didn’t wait for perfect clarity.

They followed their gut.

They took one small step. And then another. And another.

And that’s often how purpose reveals itself—not in a grand epiphany, but in motion.

At my friend Amy’s book party for her bestselling memoir, The Tell.

So, What If You’re Still Searching?

If you’re in that in-between space—or standing at a crossroads—here’s what helped me reconnect with my purpose:

1. Give yourself time.

Before Sprinkles, I lost my corporate job. And for the first time in years, I had space. I started baking again—just for fun. No plan. No pressure. It was joyful, messy, and oddly grounding. And in that quiet, unstructured time… the idea for Sprinkles came to me. Sometimes when we stop chasing, we start receiving.

2. Revisit childhood.

What did you love doing before the world told you what was “smart” or “safe”? I’ve loved baking since I could see over the counter. Childhood passions often hold the purest version of ourselves—and sometimes, buried in that simplicity, is a seed waiting to grow.

3. Chase your curiosity.

Curiosity is your inner compass. Pay attention to what sparks your interest or pulls you down a rabbit hole. What lights you up in conversation? What topics do you keep circling back to? Curiosity might not announce itself loudly—but it is trying to tell you something.

4. Start small.

Purpose doesn’t need a business plan to begin. It can start with a journal entry. A coffee date. A weekend workshop. The goal isn’t to know everything—it’s to take one tiny, brave step. Because clarity comes from action, not overthinking.

5. Look for the overlap.

There’s a Japanese concept I love called *ikigai*—it refers to the place where what you love, what you’re good at, what the world needs, and what you can be paid for all intersect. That sweet spot? That’s often where purpose lives. When something checks more than one of those boxes, pay attention. It could be leading you somewhere important.

Purpose Doesn’t Have to Be Big to Be Meaningful

We often talk about purpose like it has to be some grand reinvention. But sometimes, it’s found in the small ways we show up:

In how we mentor.

In how we lead.

In how we raise our kids or support our friends or contribute to our community.

Not everyone’s purpose is meant to be a business or a brand. Sometimes it’s a ripple effect—quiet but powerful.

So whether you’re building something new, navigating change, or simply feeling stuck—your purpose is still in there. It might be hiding in something you already do. Or in something you’ve always wanted to try. Or in that idea you keep thinking about but haven’t yet said out loud.

It’s never too late—and never too early—to find it.

I’d love to hear from you: Where are you in your purpose journey right now? Searching? Transitioning? Living it out loud?

Drop me a comment—I’d truly love to know.

XO,

candace

PS: Forward this Sweet Success to a friend who needs to hear it.