Do I Still Believe in Media? My Personal Shift in Purpose
Recently, on two separate occasions, I heard people mention the term "theory of change." It got me thinking: what is my theory of change?
I stumbled upon The Sabbatical Project—a great resource, by the way, for those considering a sabbatical. The founder has articulated why they are publishing content about sabbaticals in a clear and compelling way. It looks something like this:
Our Theory of Change:
More people taking sabbaticals...
Influences company and talent leaders and policy-makers to create sabbatical policies...
Enables people of all kinds from everywhere to take time off...
Results in more people doing what matters to them, spending time with the people they care about, and working on things that are important.
Then, in my Corporate Strategy class last week, Andrew Lockie CEO of the YMCA of Southwestern Ontario spoke to us, and toward the end of his talk, he mentioned his theory of change too. He talked about the YMCA creates a sense of community, which ripples out into communities. The kindness that a YMCA member might experience at the gym will affect how he/she then responds to the cashier at the grocery store and that could affect how the cashier treats his/her kids at home, which affects kids treat each other. The ripple goes on and on.
(Here’s some fascinating and inspiring research on how YMCA Toronto impacts the well-bbeing of their community: https://www.ymcagta.org/what-we-do/research)
All this got me wondering: what is theory of change?
The Purpose That Guided Me
I’ve always had this sense of purpose percolating in my mind, but I never thought to articulate it formally. I figured it was a given—you identify what you think will make the world better, and then you spend your career working toward that goal.
Why Media Became My Mission
As a young person, I was always purpose-driven. I knew what I wanted to do, so I went for it. I realized that media is a unique and powerful industry where what you create can influence millions of minds. I wanted to work in media, and I did. When I discovered that digital media gave me creative control, I poured years into learning and mastering how to publish content well online. I didn’t want to work in traditional TV, radio, newspapers, or film, because those industries often demanded compliance with what “the man” wanted.
I wanted to curate the messages that went out through media. That was my North Star for years. It’s why I started blogging and why I was so enthralled with making YouTube videos.
Now, something has shifted.
One of the reasons that propelled me to take a sabbatical was that I wanted to replenish my creativity.
The Evolution of My Purpose
What I haven’t shared much about is that I also needed a break from working in digital content. I no longer see it as the single most impactful thing I could be doing with my life. I want to use my brain more, and I feel that creating digital content—whether it’s web design, branding, photography, or video—just isn’t challenging me anymore. The idea of solving complex business problems, though? Developing strategy for a business that will influence millions, even billions of lives? That’s what I want to do.
I also believe that is what I’m wired for. I’ve always had an antennae out for the future of the world.
But, as you can see, I’m clearly still here, writing and publishing blogs. So, what gives?
Do you want to work in media or not, Anita?
My Theory of Change
1. Knowledge as the Catalyst for Change
People need to know how they can make the world better before they can take action. Knowledge is the essential first step toward meaningful change.
2. Growth as a Prerequisite for Impact
To make the best possible impact, people must grow personally and professionally. When we're broken, hurting, or operating from a place of trauma, we can't give our best to the world or our loved ones.
3. Becoming Our Best Selves
Growth means evolving into the wisest, most enlightened, and healed versions of ourselves. This journey to becoming our best selves is crucial for making a positive difference.
4. Learning as the Pathway to Growth
In order to grow, people need to learn. There are many ways to learn, but two methods I believe are particularly powerful:
Transformative Content: Meaningful materials that challenge and inspire us can ignite growth.
Immersive Experiences and Travel: Stepping outside our comfort zones, especially through travel, provides new perspectives and fosters deep personal development.
5. The Power of Content and Travel
Content and travel are powerful tools for growth. By helping people access transformative content and immersive experiences, I believe they will grow and discover how they can contribute positively to the world.
6. Changing People, Changing the World
When individuals grow and evolve, they become better equipped to make a positive impact. Therefore, changing people ultimately leads to changing the world.
7. My Role in Creating Change
As one person, I can create content and share my journey of growth—drawing from my experiences with travel and personal transformation. My hope is that by sharing my story, I can inspire others to embark on their own journeys of growth and, in turn, contribute to making the world a better place. True transformational growth also requires vulnerability, honesty and courage, and I hope that sharing my story gives space for someone else to do the same.
Sharing to Inspire Growth
I feel a deep sense of purpose when I’m sharing my journey—not all the time, as evidenced by the long stretches of silence on my blog and YouTube, but I keep coming back to it. Writing helps me process and articulate my growth, and it also fulfills that persistent urge to set my theory of change into motion. It’s my way of contributing to a world that I hope will be a little bit better 50 years from now.
For now, I write about sabbaticals because I fundamentally believe they are an incredible mechanism for deep personal growth and transformation. Sabbaticals are a form of travel, not just physical travels but emotional, mental and spiritual travels to places out of our comfort zone.
Is it the only way to grow? No. But it’s what I’ve experienced, and I know it works.
Finding Your Own Theory of Change
Maybe considering your own theory of change will help you uncover a deeper sense of purpose too.
As I navigate this phase of uncertainty about what comes after my MBA, I’d like to believe that there’s a role and a company out there that will be a perfect fit for me. I no longer want to be the person behind the scenes editing every video or tweaking every graphic. I want to be at the helm—steering the ship.
We’ll see where it leads. For now, I firmly believe that content and travel are two powerful agents of change. The content we consume always changes us.
