"Build infinite purpose, not finite goals Sinek observed a pattern among high achievers who hit their targets and fell into depression afterward. He noted that "when people achieve their finite goals after years of sacrifice, they often find themselves purposeless and without real relationships." They had built their entire identity around an endpoint that has now run out. The fix is to attach yourself to an infinite cause — one that can evolve as you evolve — so no single achievement can hollow you out. Source: Simon Sinek, The Diary of a CEO, Simon Sinek: The #1 Reason Why You're Not Succeeding"