What Does Personal Purpose Look Like?

An Interview with Lora DiFranco, Founder of Free Period Press
July 2025 | Part of our series on Purpose at Work

We've been hearing about the power of purpose for some time now, but in this evolving world of work, leaders are realizing that tapping into personal purpose is becoming a key ingredient in creating meaningful employee experiences. We recently caught up with Lora DiFranco, founder of Free Period Press, to learn how coaching helped her reconnect with her core purpose — and how that shift is impacting her work and life.

Evan: A lot of work around personal purpose starts with coaching — trying to sort through big questions and understand where to focus. What led you to think about coaching in the first place?

Lora: I had just gone full-time with Free Period Press in January 2020, and that first year was about figuring out my new routine and where I wanted to take the business. Entrepreneurship can be lonely, and eventually I found myself stuck in a rut, asking the same questions: Do I want to grow? Where should I focus? What products should we develop next? I was going in circles and needed to get out of my own head. Jen was the first person that came to mind. It was amazing to just brain dump everything — coaching helped me get organized and gain perspective quickly.

Evan: That resonates. When I was on my own, I found my way by partnering up with Jack and Jen — but you've already accomplished so much solo. When it came to finding your purpose, how did coaching help you lean into that work?

Lora: As a business owner, there’s so much content and advice out there. It's easy to get distracted by shiny objects — new marketing tactics, growth strategies, whatever the latest buzz is. I had drifted from the reason I started Free Period Press in the first place. Coaching helped me reconnect with my values, my strengths, and my long-term vision for both my life and my work. That grounding helped me stop chasing metrics I didn’t care about and instead build the kind of business I’m uniquely qualified to lead.

Evan: That’s huge — this idea that the business metrics aren’t the whole story. What was it like to move away from that traditional mindset?

Lora: There were a lot of things that felt like trade-offs: grow the business and hire a team or stay small and flexible. I love the freedom of being a one-woman shop, working from home, and having control over my day. It felt like I couldn’t have both — but through coaching, I realized those didn’t have to be opposing forces. There are creative ways to build something that works for you. That opened the door to designing a business that actually fits my life.

Evan: That’s such a powerful reframe. So many entrepreneurs feel pressure to scale at all costs. How did that shift feel?

Lora: It felt like permission to create a business with a different story — maybe it's a thriving remote company, or a successful product-based business that doesn’t deal with inventory. I started to see new possibilities.

Evan: Part of this process is identifying your core gift. Would you be open to sharing yours — or what that experience was like?

Lora: Absolutely. The phrase we landed on for my core gift was “Utopian Tinkerer.” I’m always thinking about what it means to live a full and meaningful life — that’s the “utopian” part. But I’m also super pragmatic. I love experimenting, trying things out in my own life and through Free Period Press. That’s the “tinkerer.” When we landed on that phrase, it was a Eureka moment. It felt like rediscovering something really true about myself — like finding a childhood insight I had forgotten. It was grounding and energizing all at once.

Evan: That’s beautiful. I’ve heard that from others too — how the work often reconnects you to something that’s been with you all along. Have you seen it influence your work yet?

Lora: Definitely. Embracing the "tinkerer" mindset helps me remember that no decision has to be forever — it’s all an experiment. Whether I’m considering an office space or a new product, it’s about exploring. I’ve become more thoughtful about which projects I say yes to, and I’m designing a business and life that feels as “utopian” as possible.

Evan: I love that — you brought the “utopian” back in! So who would you recommend this kind of work to?

Lora: Honestly, I think everyone would benefit from reconnecting with their personal purpose. It’s a grounding experience — a chance to reexamine the path you're on and why. But I’d especially recommend it to business owners and solopreneurs. Coaching gives you perspective, clarity, and a trusted person to talk through the tough stuff. That’s invaluable.

Evan: Thanks so much for sharing your story. In this chaotic post-pandemic era, with shifting expectations around work and life, your experience is a powerful reminder that purpose isn’t a luxury — it’s a foundation. We’re excited to see where your “Utopian Tinkerer” journey takes you next.

Lora: Thanks, Evan. Happy to share. It’s been a game changer for me.