True purpose is not a slogan, a marketing exercise, or a post-success narrative—it is a costly, lived commitment rooted in identity and reinforced by disciplined choices under pressure. This article dismantles the myth that logic, metrics, or inspirational language alone drive human behavior, showing instead that belief is biological, emotional, and sustained only when leaders embody who they are before declaring why they exist. It exposes how purpose erodes through growth, metrics obsession, and performative ethics, and why purpose-washing has become one of the most dangerous lies in modern institutions. Moving beyond “Start With Why,” it argues for “Start With Who,” asserting that identity anchors values, guides sacrifice, and determines long-term trust. Ultimately, the piece calls individuals, businesses, and social institutions—especially NGOs—to translate belief into systems that build dignity, self-reliance, and sustainable impact, where purpose is proven not by words, but by what leaders are willing to give up.