This week, Morag welcomes back Alaina Love—CEO of Purpose Linked Consulting, co-author of The Purpose Linked Organization, and author of the inspiring new book Permission to Be You. A former scientist and global HR executive turned leadership coach, Alaina blends psychology, purpose research, and personal storytelling to guide leaders and individuals toward lives of alignment, meaning, and authenticity.

In this conversation, Alaina opens up about the decade-long journey of writing her new book, the courage it took to tell deeply personal stories, and the practical framework she developed—the Ten Passion Archetypes—that helps us understand what truly drives us.

🔑 4 Key Takeaways You Won’t Want to Miss:

02:30 — Permission Starts with You
After ten years and a few false starts, Alaina realized she needed to stop writing the book others expected—and instead write the one she was meant to create. The result? A deeply personal and universal guide to living a flourishing life.

06:00 — Purpose Is Personal, Not Prescribed
Building on her earlier work The Purpose Linked Organization, Alaina turns inward—helping readers discover their unique passions and how they can navigate life’s pivotal moments with greater self-understanding and resilience.

14:00 — Discovering Your Passion Archetypes
From the Creator and Connector to the Healer, Transformer, and Builder, Alaina introduces ten archetypes that shape our motivations and strengths. Understanding your top three, she says, helps you find your flow—and your right environment for thriving.

19:00 — Nothing to Fix, Only to Embrace
Unlike many personality tools, Alaina’s model isn’t about deficits—it’s about self-acceptance. “Your passions are your passions,” she says. “They’re your natural colors. You don’t need to fix who you are—just understand and honor it.”

💡 This Episode Is for:

Leaders, professionals, and anyone ready to stop living by others’ scripts and start leading—and living—from their authentic purpose and passions.

🔗 Where to Learn More: