Logotherapy is a term derived from “logo,” a Greek word that translates as meaning and therapy, which is defined as treatment of a condition, illness, or maladjustment. It was developed by Dr. Viktor Frankl and is founded on the belief that human nature is motivated by the search for a life purpose and humankind’s chief concern and source of energy is meaning.

As an organizational logotherapist, I help companies create culture and conditions for people to experience vitalizing meaning and purpose which elevates their energy and wellbeing, increases creativity and engagement, and improves performance and retention. It’s kind of like ministering to the emotional/spiritual needs of people at work by equipping leaders to create nurturing workplaces where people can grow their skills and careers, enjoy a sense of belonging, and find their lives more harmoniously integrated with their work.

According to Deloitte’s research, and many other sources, purpose is “good for business.” Purpose-driven companies experience higher market share gains and grow three times faster than their competitors, while achieving higher workforce and customer satisfaction measures, which influences their higher retention rates. They deliver better long-term performance and are better equipped to attract, motivate and retain talent, especially among the youngest generations (Y and Z) who will comprise 75 percent of the global workforce by 2025.