By Joe Kiani, Masimo and Willow Laboratories founder
In business, rapid growth is often seen as the ultimate virtue. The faster we grow our revenues and earnings the more we are told we are succeeding. But in my experience, growth without growing towards your mission without a solid set of guiding principles and direction is like sailing in the wind without a compass. You may be moving quickly, but you risk drifting far from your intended destination. The most enduring and impactful innovations I have been part of have all had one thing in common. They were anchored on purpose. Purpose is the stabilizing force that keeps ideas aligned with meaningful impact, revenue and earnings growth even as the complexity of growth increases. In this installment of “Finding Purpose in Innovation”, I want to explore how leaders can transform their passion into a mission, embed that mission into every decision, and hold onto it as their north star during scaling.
That journey from a spark of inspiration to a deeply embedded mission is not automatic. It requires intentional choices at every stage. As businesses grow, competing priorities, shifting markets, and external pressures can easily blur the original vision. But when purpose is defined early and reinforced consistently, it not only guides strategy but also becomes a powerful magnet for the right people, partners, and opportunities.
From Spark to Mission
Every innovation begins with a spark. It might be an idea, a frustration, or an urgent problem that demands a solution. For me, it was the realization that preventable patient harm was far too common even in advanced healthcare systems. That moment of clarity was deeply personal and emotionally charged. But a spark alone, no matter how bright, is not enough to carry a venture through the challenges ahead.
To last, a spark must develop into a mission. And the pursuit towards the mission without a set of strong guiding principles can also lead you astray. A mission is not simply a statement on a website. It is the compass that guides your work and defines what you aim to achieve and why it matters. When leaders take the time to articulate their mission with clarity and emotional honesty, they create an aligned foundation for decision-making by the team that is either working towards the mission or not. This clarity not only directs strategy but also builds trust, as stakeholders can see the alignment between words and actions, their own and others on the team. A mission that is revisited and refined over time remains relevant and powerful, even as the business evolves.
Embedding Purpose in the Growth Phase
Scaling brings new opportunities but also new team members with new temptations. With more options on the table, and less company history, it becomes easier to say yes to paths that offer short-term gains but pull you away from your long-term goals. Without a clearly defined mission, businesses can lose focus and not see opportunities that are presenting themselves.
Purpose is the filter that prevents this drift. At Masimo, the mission to improve patient outcomes and reduce the cost of care by taking noninvasive monitoring of new sites and applications guided every major decision there. If an idea, partnership, or product did not clearly move us toward that mission, it was set aside. That discipline helped preserve the integrity of our work and strengthened our credibility in the eyes of customers, employees, and partners.
At Willow, our mission is “Improving Healthspan & Lifespan by Helping Prevent Disease & Improve Therapeutic Care.” This mission drives our product road map and, more importantly, our ethos.
Embedding purpose means aligning operations, hiring, product design, and customer experience around the same core goal. It means ensuring that every growth decision passes through the lens of the mission, so expansion never comes at the cost of purpose or identity.
Grit & Guiding Principles: The Silent Driver of Purpose-Led Growth
While purpose offers direction, grit and guiding principles keep you moving along that path when the journey becomes difficult. Every leader encounters moments when the easiest choice would be to compromise. Market downturns, competitive pressure, and regulatory challenges can all fuel the demands to adjust your mission for the sake of short-term gains.
In my own experience, grit meant holding our focus on our mission and guiding principles even when external forces made it tempting to lower our standards. Staying true to the mission during those times was not about stubbornness. It was about protecting who we were and the integrity of our work and honoring the trust our stakeholders placed in us. Over time, this consistency became one of our most valuable assets, signaling to stakeholders that our purpose was not negotiable. At Willow, I don’t intend to let anyone highjack it for any reason, let alone dubious ones.
Purpose as a Magnet for People and Partners
When a mission is genuine and clearly communicated, it naturally attracts people who share the same values. Employees who connect with their organization’s purpose approach their work with deeper commitment and creativity. They see their role as part of something larger than themselves and are motivated by the difference we can all make together.
The same dynamic applies to partners and investors. Purpose-aligned partnerships are built on shared goals, which foster collaboration and trust. Over the years, the most productive and enduring relationships I have experienced have been with individuals and organizations that shared our vision for improving patient outcomes. This shared commitment not only strengthened our work but amplified its reach.
Keeping Mission Front and Center as You Scale
Maintaining purpose during rapid growth requires deliberate attention. It is not enough to define a mission once and expect it to stay relevant. Leaders must revisit it regularly and ensure it continues to guide the organization’s direction.
I have found it valuable to integrate the mission into company-wide conversations, making it part of onboarding for new hires and a regular reference point in strategic discussions. Measuring progress toward the mission, not just financial performance, reinforces its importance. Creating an environment where team members feel empowered to question decisions that stray from the mission also helps keep everyone accountable.
These practices ensure that as complexity increases, the mission remains at the heart of every choice.
Scaling with Soul: A Lasting Force for Good
Scaling with soul is not about moving slowly. It is about moving with intention. It’s about remembering the short time we have here, and we need to make it count by being a force for good. Purpose gives innovation both direction and staying power. It transforms a single idea into a lasting force for good, ensuring that growth serves more than the bottom line.
In my journey, I have seen how holding tightly to purpose shapes not just the products and services we deliver but also the culture we build and the partnerships we form. It inspires trust, fosters collaboration, and sustains innovation over the long term.
For entrepreneurs and innovation leaders, the message is clear. Purpose is your greatest asset. Protect it, live it, and let it guide your growth. When purpose is your north star, scaling is not just a sign of size. It is a measure of the positive impact you leave behind.
In our next article in Finding Purpose in Innovation with Joe Kiani, we will explore how technology, when guided by mission, can close the gap between what is possible and what truly serves people. I look forward to continuing this conversation about building with both ambition and heart.
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