by Dr. Catherine Wiberg, Founder and President of Profitable Alignment

Graphic with the words "My Why"

Have you ever done something that you loved so much that you excitedly told everyone around you about it? I have.

Have you ever enjoyed your work so much that Monday morning was a joy and you looked forward to every workday as an opportunity to improve and enjoy yourself? I have.

Have you ever looked around you and seen that not everyone else has those experiences? How did that make you feel? What did you do about it?

I founded Profitable Alignment.

Over my years as an employee and intrapreneur and my years as an entrepreneur, I have discovered what I love about work. Also, I have learned to ask people, and truly listen when they answer, what they love about work. It’s not the same for everyone. That’s part of the joy of asking the question and listening to the answer.

I became obsessed with the idea that people enjoy life more when they enjoy their work.

I became obsessed with the idea that everyone needs to find work that gives personal fulfillment and joy in addition to personal revenue.

I began to notice how many people claim to hate their jobs.

I began to wonder what causes people to stay in jobs they hate.

The global COVID-19 pandemic that shut down much of the world in 2020 and lasting into 2022 made many people ask those same questions.

With my personal observations of people not enjoying their work, and me consistently only doing work that brought me joy—even when working for someone else—came an ever-growing desire to help people LOVE their work. Sometimes this means helping people find new work that they enjoy. Oftentimes, it means helping people find the joy they had when they first pursued or started the jobs they have. Frequently, it's through helping leaders learn to identify and engage employees' strengths that go beyond their job descriptions and change how they interact with teams.

I noticed that people who love their work naturally work more productively. They consistently boost the moods of the people around them simply by sharing their positive energy and enjoying their work. They serve customers and clients well, and consistently find ways to do so better every day, because their work brings them joy, satisfaction, challenge, and fulfillment. Many research companies (e.g., Gallup, Engagement Multiplier, The Arbinger Institute, People Statements) and researching thought leaders (e.g., Simon Sinek, Brené Brown, General Jim Mattis) and business consultants (myself included) have shown how people enjoying work and being fully engaged increases productivity, teamwork, company profits, customer attainment and retention, individual health, and a myriad of other benefits at work and home.

My goal with Profitable Alignment is to help EVERYONE enjoy work, help every organization engage employees using each employee’s unique strengths (more than those you find in the assessments out there), embrace the diversity of each individual, create teams that complement each other embracing what each person offers, and develop their own profitable alignment of employees, teams, and company mission, vision, and goals. Frankly, revenue is based on engaged human capital and the power of true alignment.

My WHY is helping individuals love their work so much that when they leave the work for the day, they can enjoy the rest of their lives without worrying about what the next day of work will bring or how it might ruin their outlook. Instead, enjoy work. Enjoy family. Enjoy friends. Enjoy self. Align yourself more every day with your ideal self. Help organizations increase employee and organizational alignment.

If you want to learn more, schedule a time to chat.

Dr. Catherine

About the author

Leaders hire Dr. Catherine to increase employee retention AND company profits because most are losing hundreds of thousands of dollars on resignations, recruitment, and training, so she helps them capitalize onboarding, productivity, and profits through powerful engagement and alternative solutions for team success.

Bottom line: Revenue is based on human capital and the power of alignment.

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