Over the past decade of investing in and leading companies, I’ve grappled with a central question: How can you create something enduring in a world that constantly evolves at an accelerating pace?

If you’re an entrepreneur, you’re likely familiar with this feeling. There’s always a new AI advancement, fresh social platform, or innovative business model emerging. This isn’t just background noise; it represents genuine acceleration. Due to positive feedback loops, such as Wright’s Law, the rate of technological change is indeed increasing. Improved tools enable the creation of even better tools. The process is exponential.

So how do we keep up? How do we lead teams, build products and stay relevant without burning out or constantly pivoting?

Here’s what I’ve learned: You need a North Star. A clear purpose that guides every decision — no matter how fast the world changes.

Purpose over product

Technology is continually reshaping the playing field. If your enterprise revolves around a single product or service, it’s only a matter of time before someone else develops an improved, more cost-effective, or more intelligent option.

However, if you’re grounded in a purpose—a significant problem you aim to solve—you remain resilient to disruption. While you may need to adapt the way you fulfill that mission, the mission itself serves as a steady anchor.

Let me give you a few examples that have shaped my thinking:

• Tesla started with expensive electric cars. Now it builds batteries, solar panels, a charging network — even autonomous taxis. All in service of one purpose: to accelerate the world’s transition to sustainable energy.
• John Deere is known for tractors. But today, they employ just as many software engineers as mechanical ones. Why? Because their mission isn’t just selling green machines — it’s empowering the people who feed the world. That now includes satellite data, AI and automation.
• At Singularity University, where I serve as CEO, our purpose isn’t programs or events — it’s to educate, inspire and empower leaders to create breakthroughs powered by exponential technology. That’s our filter for everything. If it doesn’t align with the mission, we don’t do it.

What this looks like in practice

If you’re a founder, CEO or builder, here’s how I recommend you apply this thinking:

• Define your purpose. Not what you do, but why you exist. What’s the problem you’re solving and why does it matter?
• Get your team aligned. People don’t want to just punch a clock — they want to work on something that matters.
• Use your purpose as a filter. New product idea? Strategic hire? Partnership? Ask: Does this move us closer to our mission?
• Let go of distractions. Misaligned initiatives confuse your team and dilute your energy. Focus builds momentum.
• Align your business model. Purpose and profit should work together. The more impact you make, the more value you create.
• Stay flexible. Tech and markets evolve. You don’t need to cling to what worked before — but your mission should stay rock solid.

Final thought

There’s no stopping the pace of change. But you don’t need to outrun it. You need to out-align it — with purpose.

In my view, having clarity on exactly why you’re pursuing your goals is the most significant advantage you can have. When your team is united around this guiding principle, it’s not only your product that prospers. It’s your brand, your culture, and your lasting impact.

That’s how you build something that doesn’t just survive disruption — but drives it.