“Between stimulus and response there is a space. In that space is our power to choose our response. In our response lies our growth and our freedom.” – Wiktor Frankl
Some truths are only learned through adversity.
Viktor Frankl, a psychiatrist and Holocaust survivor, wrote Man’s Search for Meaning not as a memoir of suffering but as a testament to the resilience of the human spirit. His experience in the camps showed him that survival wasn’t just about strength or luck—it was about having a reason to endure.
This lesson isn’t just historical. It’s deeply relevant to how we move through life today. Whether we’re navigating personal hardships, major life transitions, or uncertainty in the world around us, the same truth holds: meaning is what carries us forward.
Frankl didn’t just write about meaning—he challenged us to create it. And his insights can guide us in how we show up for our families, our communities, and the work we build.
I first read this book while traveling from Jordan to Austria, heading toward Vienna—the city where Frankl lived and wrote. Sitting in the passenger seat, watching the road stretch endlessly ahead, I kept thinking about how much of life feels like this: uncertain, unpredictable, but always moving forward. Frankl’s words hit differently when you’re in motion, when you’re navigating both physical and personal crossroads. They reminded me that meaning isn’t about waiting for the perfect conditions—it’s about choosing to build purpose no matter where you are.
NOTE: RCY Labs has curated a list of 52 books for Founders (2025 Edition) who care about business profitability AND impact. Don't have time to read all 52 books? We've got you! We'll read them for you, and give you the summaries, audio casts, outlines, and frameworks to apply to your business ... all FREE in the Founders' Lab Community (on Slack). Join here.
Clarity of Purpose Is What Keeps Us Moving
"He who has a why to live can bear almost any how."
Frankl saw it time and again—those who endured the unimaginable weren’t necessarily the strongest or the fittest. They were often the ones who had something to live for: a loved one, unfinished work, a belief that their suffering had to mean something.
In life, whether in relationships, work, or personal struggles, purpose is what pulls us forward when things get hard. Without it, challenges feel overwhelming. With it, we can find a way through.
If you’re feeling lost, don’t look at the noise. Figure out what’s close to your heart. Keep asking yourself why—again and again—until you land on something that makes it all worth it.
Pain Is Inevitable. Suffering Is a Choice.
Life will hurt. That’s a given.
People we love will leave. Unexpected setbacks will hit. Some days as a founder will feel unbearably unfair.
But while we can’t always control what happens, we can control how we respond.
Instead of asking why did this happen to me?, Frankl urges us to ask:
- Who do I want to be in response to this?
- How can I turn this experience into growth?
Pain is part of life. But suffering—the bitterness, the resentment, the feeling of being stuck—is a choice. And we don’t have to choose it.
Reflection: The next time you face a setback, pause. Instead of asking why me?, ask what now? What’s one thing you can take from this experience to move forward?
No One Can Take Away Who You Are
"Everything can be taken from a man but one thing: the last of the human freedoms—to choose one’s attitude in any given set of circumstances."
Frankl saw that, even in the darkest conditions, some people held onto kindness, hope, and integrity. Others, faced with the same circumstances, turned to cruelty and despair. The difference wasn’t in what they had lost—it was in what they refused to surrender: themselves.
This applies to every part of life.
No one can take away your integrity unless you give it away.
No one can take your kindness, your values, or your purpose unless you trade them for something lesser.
The world can test us, but who we choose to be—that’s ours alone.
Whatever you do—whether it’s raising kids, leading a team, or showing up for your people—protect the part of you that no one can take. It’s the only thing that’s truly yours.
When times have been tough and I've focussed on this, and this alone—stripping away anything that doesn't align with my core vision and belief—I've achieved immense results.
So, what’s one non-negotiable part of your identity? What do you refuse to compromise, no matter the situation?
Hope Is a Responsibility
Frankl noticed something tragic: when people lost hope, they lost everything. It wasn’t just emotional—he saw that when people gave up internally, their physical health declined.
Hope isn’t passive. It’s not just a feeling—it’s an action.
- Hope is showing up for your people even when it’s hard.
- Hope is believing in your work even when progress is slow.
- Hope is choosing to move forward when you could just as easily give up.
When I feel like I might have lost some sense of hope of achieving a goal, no matter what the area of my life or work, I simply ask myself—what’s one action you can take today that reinforces your belief in the outcome, and will get you one step closer to achieving it?
The progress I make from doing so reinvigorates my sense of hope sparks new ideas, fresh motivation, and reminds me that I've got this! Next time you're at an impasse and you feel any sense of doubt, try it out.
Meaning Is Something We Create—Not Something We Find
Frankl’s greatest insight? Meaning isn’t something we discover—it’s something we build.
True fulfillment doesn’t come from chasing happiness or success. It comes from what we contribute. The people who found meaning weren’t just those focused on their own survival. They were the ones who gave—to each other, to their beliefs, to something greater than themselves.
At the end of the day, that’s what really matters. Not the money. Not the titles. But the impact we leave behind.
So, how are you contributing to the world around you? Where can you give more, lead more, or create more meaning through your actions?
If there's one thing we can take away from Frankl's work, it's that this sense of meaning is what really matters, above all else. It if what we're doing matters, it will provides infinitely more motivation than any other aspect of our lives or work possibly could—giving us the power to scale to heights we previously never imagined possible.
Meaning Is Something We Create—Not Something We Find
Man’s Search for Meaning isn’t just a book—it’s a challenge. A responsibility.
So, here’s what I’ll leave you with:
- What’s your why—the thing that keeps you going, no matter what?
- What’s one part of yourself you refuse to compromise?
- Where can you bring more meaning into your life, your relationships, and your business?
Sit with it. And then do something about it.
Because meaning isn’t something we wait for.
It’s something we create.
NOTE: RCY Labs has curated a list of 52 books for Founders (2025 Edition) who care about business profitability AND impact. Don't have time to read all 52 books? We've got you! We'll read them for you, and give you the summaries, audio casts, outlines, and frameworks to apply to your business ... all FREE in the Founders' Lab Community (on Slack). Join here.
