My Core Values & Purpose

My Core Values & Purpose

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After some recent soul searching, I’ve identified by top 3 values which I’ve outlined below.

If you’re looking to find your own values consider…

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  • What’s most important to you?
  • What drives you?
  • Why do you do what you do?

Also check out the life purpose framework, Ikigai.

My top 3 values

  1. Empowerment
  2. Freedom
  3. Curiosity

1. Empowerment


To me, empowerment is impact. It is about education and generosity.

By giving others the information and tools they need to achieve results, it not only empowers them, it empowers you!

“True power is the power to empower others.” – Rhymefest

My purpose is to EMPOWER others to be FREE to do what they LOVE. 

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2. Freedom


Freedom is a lot of things, but to me it’s about BALANCE.

It is is about living life as we wish, but also about giving back. It’s about working because we want to and not because we have to.

I want more people to have this sort of balanced freedom.

The freedom to live a balanced life.

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As a solo entrepreneur & former digital nomad this value is close to my heart.

3. Curiosity


Curiosity is the essence of knowledge and to me it’s about the drive to learn something NEW.

It’s the spark behind creativity.

Curiosity leads to greater understanding, more empathy and a deeper connection to one’s self, others and the world around us.

As a coach, strategist and designer, this value comes with no surprise but it did take some time to identify.

My Why

The core driving reason behind why I do what I do is…

To EMPOWER others to be FREE to do what they LOVE.

And the best way to do this? By staying CURIOUS.

To understand, to connect and inspire.

In hindsight, these 3 values seem like “no brainers” when I look at my career and life. It seems like I have been living and breathing these values since the beginning but I never really had clarity on them until now.

These our my values map out to what I do…

What are your top values? 

What is your purpose?

My Story

JUST Creative Brand Story from Jacob Cass | JUST Creative on Vimeo.

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