Purpose-driven businesses are growing. A recent survey shows 76% of consumers* prefer to buy from companies that support social causes, and nearly 70% of employees* want to work for businesses with a clear mission. Companies like Patagonia, Warby Parker, and TOMS—prove that purpose-driven leadership is not only sustainable but the future. But starting something meaningful isn’t easy. Many impact founders struggle with limited resources, doubt, and pressure to compromise their values.
These obstacles didn’t stop Aytaj Ahmadova. She founded the Violette Mentorship Programme, a platform that’s already impacted more than 10,000 young people across the country. Her mission is clear: to create a space where underprivileged girls can find their voices, build confidence, and dream bigger. Today, Violette is breaking cycles of inequality and giving women opportunities they’ve long been denied.
How did Aytaj make this happen? Her journey is one of clarity, resilience, and sticking to her purpose, even when the road wasn’t easy.
how to build a movement with purpose
If you want to create something meaningful, start by thinking about the people you want to help and the impact you want to make. For Aytaj, it meant building spaces where young women could feel supported and empowered to pursue their dreams. Her work with Violette shows how a clear purpose can grow from a small idea into something transformative.
The key is to start with a clear question: What difference do I want to make? Aytaj started small, helping just ten members, but her commitment and purpose turned that into a nationwide movement. Your actions, no matter how small, can create a ripple effect that inspires and empowers others.
finding your purpose
Sometimes, feeling stuck happens when we face challenges that feel overwhelming or impossible to solve. Often, these struggles are tied to patterns we’ve carried for years without realizing it. Recognizing these patterns can be the first step toward breaking free and creating something meaningful.
For Aytaj, reading“It Didn't Start With You”, a book by Mark Wollen, was the turning point. It helped her see how her self-doubt was connected to deeper family patterns, and this realization gave her the courage to break those cycles. She started to focus on what truly mattered: creating opportunities for others and building a mentorship program that reflected her purpose.
What about you? Finding your purpose starts with asking: What’s holding you back? Once you understand the patterns shaping your story, you can take charge and start writing a new chapter, one that’s focused on growth, impact, and meaningful change.
staying true to your values
Every leader faces moments when the easy option feels tempting but doesn’t align with their core beliefs. Early in her journey, Aytaj was offered a partnership that could have brought much-needed funding and visibility to her mentorship program. Yet, as she explored the details, it became clear that the organization’s goals didn’t align with her mission of empowerment and inclusion. Turning it down felt like a gamble, but she chose to prioritize integrity over convenience.
Staying true to your values often means taking the harder road, but it’s the road that ensures your work remains authentic. These decisions build trust with others and keep your mission intact.
What values guide your decisions? When you hold onto them, you not only attract the right people and opportunities, but you also ensure that your impact is real and lasting.
taking risks to grow
Taking risks is never easy, but it’s often where growth begins. Aytaj faced one of her biggest challenges when she chose to move to Vienna instead of taking a promotion in London. The promotion promised stability and recognition in her field, while Vienna offered uncertainty—a new language, unfamiliar surroundings, and no guarantees. “It was terrifying. In these kinds of moments, I rely on a combination of reflection, intuition, and a clear alignment with my values. I ask myself: Does this decision contribute to my long-term vision?”, Aytaj explains.
Looking back, Aytaj believes the move was worth it. In Vienna, she found new opportunities to grow personally and professionally. She started women’s circles, built creative collaborations, and even had a digital art project exhibited in Milan. These experiences reshaped her perspective and deepened her understanding of what it means to lead with purpose.
What risks are you avoiding because they feel too uncertain? Often, the biggest rewards come from stepping outside your comfort zone. Taking risks not only leads to growth but also inspires others to do the same, showing them that uncertainty can pave the way for success.
build resilience in your leadership
Building something meaningful is rarely a smooth journey. Challenges will test your patience, determination, and confidence. For Aytaj, resilience was a constant theme as she navigated the complexities of launching her mentorship program, turning down misaligned partnerships, and adapting to life in a new country.
Resilience doesn’t mean avoiding hardship; it’s about finding ways to move forward when things feel overwhelming. In moments of doubt, Aytaj focused on her purpose and the people she wanted to empower. This focus gave her the strength to tackle setbacks and continue creating opportunities for others.
How do you build resilience? Start by grounding yourself in your mission. When you have clarity about what matters most, it becomes easier to face obstacles head-on and find creative ways to overcome them. Resilience isn’t about never falling—it’s about always getting back up. Through mentorship, Aytaj has built spaces where young women can take meaningful steps toward achieving their goals.
advice for purpose-driven leaders
If you’re just starting or looking to realign your journey, Aytaj has shared advice that can help you stay grounded and impactful:
Be kind to yourself: You don’t need all the answers right away. Growth is a process, and it’s okay to embrace uncertainty as part of the journey.
Don’t fear failure: Bold steps are often the most defining ones. Learn to see setbacks as opportunities to grow and refine your path.
Stay authentic: Your voice matters, whether you’re in a room full of people or standing alone. Leading with authenticity builds trust and helps you stay connected to your purpose.
Remember your why: When challenges arise, go back to your mission. Let it anchor you and remind you why you started.
“When you lead with purpose, the path becomes clear—not just for you but for the people you inspire along the way.”
About Aytaj:
Aytaj Ahmadova is the founder of the Violette Mentorship Programme, which has gathered a community of over 120 people, supporting young women to break cycles of inequality and build brighter futures. In the coming year, she will launch a new platform to help individuals discover their purpose, gain clarity, and simplify their personal journeys toward fulfillment. This next venture reflects her commitment to guiding others toward meaningful and purpose-filled lives.
*Cone Communications on corporate social responsibility
Comentarios