In Good Work: Where Excellence and Ethics Meet, Howard Gardner, Mihaly Csikszentmihaly ("CHICK-sent-me-high") and William Damon suggest that, when you face challenges, you consider three basic issues:
Mission, the defining features of the profession in which you are engaged. To clarify your mission, ask yourself "Why should society reward the kind of work that I do with status and certain privileges?"
Standards, the established "best practices" of your profession. To test your standards, ask yourself, "Which workers in the profession best realize the calling and why?"
Identity, your personal integrity and values. Wondering who you really are? Ask yourself, "What would it be like to live in a world if everyone were to behave in the way that I have?"
These are great questions and can be included in the Clarity exercises that Young Isaac offers clients during brand message planning.