Something that I really love about my inner circle is, I can't think of one person in it who, not only knows what their purpose in life is but, they are totally thriving in it! As I shared in the article "5 Signs You Are Living Your True Purpose", they feel connected to the Giver of their purpose (God—Psalm 20:4); they are truly creative (inventive, original, productive); they use the gifts and talents that come to them naturally on a consistent basis; their purpose is not only benefiting them but many around them, and most of their days are good ones because they are purpose-minded and purpose-driven.
The only thing is, when you are this kind of individual, you either have the tendency to run yourself totally into the ground (even God rested on the seventh day, y'all…geeze) or you have moments when you are totally uninspired. No ideas come to you. If you're any kind of writer, you feel like you've come down with a bad case of writer's block. You're moody, irritable and can't really sleep. For days on end, you feel like you and your purpose are not in sync; it's basically like the two of you are only going through the motions.
If this is something you can relate to and it's driving you totally up the wall because, when you feel disconnected from your purpose on any level, there is a huge void—trust me, I totally get it. I also wouldn't worry too much about it. Sounds to me like you've got a little bit of what I call "purpose fatigue". You love your calling but, at the same time, you're feeling a little weary and drained about it.
It really is an uncomfortable feeling (again, I would know). But the good news is it's a season that will pass and there are some I've-tried-it-before-and-it-works ways to get through it.
Get to the Root of What’s Causing It
GiphyI would venture to say that a part of the reason why a lot of us can't find solutions for certain things in life is because we don't really know what the problem is in the first place. When it comes to something like purpose fatigue, while you may know that you're worn out, you might not be able to articulate exactly what got you there.
So, lie down on your bed, put on some 90s R&B (the slow stuff) and think about it. Is it because you're feeling overwhelmed? Is it because you're burning the candle at both ends? Is it because you're doing a lot of sowing without seeing much reaping? Is it because you don't feel supported? Maybe it's because no matter what you do, you feel stuck or you know that you're in your purpose but you're still struggling to make ends meet.
Or, maybe you just need to accept the reality of what artist John Mayer said in a recent interview with Complex—" Nobody can be a good pilot of their behavior and their creativity endlessly, successfully...You just can't be at the center of your own behavior as the creative director of all your thoughts without saying, 'I'm gonna come to the end of a winning streak here.' You have to get off the field for a minute and take a break and watch the world go by." So that you can recenter your focus and recharge yourself.
For each of these issues, there's a different plan of action that needs to be made. But do you see how, by knowing what exactly is wearing you out, you gain a greater sense of clarity on what you should do—and not do—next?
Avoid Overthinking
I have a client who, more times than not, after we get off of the phone, I have to take a nap. It's not because of their "issues"; it's because they are Olympians when it comes to overthinking. So much to the extent that their thoughts end up superseding the challenges that they have (i.e., making them so much worse).
One day, I'm going to write an entire piece on why overthinking is the ultimate no-no. For now, Inc. has a great piece with studies about how overthinking increases your chances of having a mental illness, totally disrupts your problem-solving abilities and totally jacks up your sleep (more on that in just a bit).
It's kind of common that when we're experiencing purpose fatigue, we're tempted to go down the rabbit holes of "Am I doing the right thing?", "I can't afford to take a break" or "Maybe I've been wrong about this all along", but all that's going to do is make mountains out of molehills. No one makes the best decisions when they're weary. The last thing your brain needs is you to put more stress onto it than it already has. Overthinking will do just that. So…stop.
Have a Change of Scenery
What should you do instead of putting your brain into overdrive? Take a day, weekend or week (if you can) to get as far away from anywhere where you work on your purpose a lot, whether that's your office (including home office), your devices or even your bedroom (you do know that bedrooms should only be reserved for sex and sleep, right? Google it sometime). Not only does a change of scenery give you the opportunity to relax, it actually works for, not against, you getting your purpose mojo back (check out "10 Reasons Changing Your Landscape Can Boost Creativity", "Why a Change of Scenery Is More Important Than You Think" and "Can a Change of Scenery Improve Your Productivity?").
Although taking a vacation would be awesome and ideal, I can speak from personal experience and say that just getting a hotel room for a night, sleeping in your girlfriend's guest room or hanging out in a movie theatre for a day with your phone turned off can make you feel like a new woman.
The same scenery can get boring after a while and boredom can be draining too. Changing your scenery could easily change your life, or at least this season of your life. Don't knock it until you've tried it.
Do Something That Inspires You
When it comes to purpose fatigue, this is a point that a lot of us miss because, if you're like me and you're in love with walking in your purpose, it can be challenging to be intentional about finding other sources of inspiration. For me, when I've had enough of keystrokes, I'll read a book by another author. When I am like, "I can't listen to one more married person's problems", I'll bless a couple with a hotel or B&B stay (if you happen to be a married person reading this, hit me up at shellie@xonecole.com; you never know if you might be next).
Inspiration is all about being influenced in a productive way and doing what makes you feel exhilarated; it's about doing something that reminds you of why you're operating in your purpose to begin with. What arouses you, what excites you, what even reassures you—whether that's volunteering somewhere, going to a concert or hanging out with positive people, make sure you do that. Inspiration is one of the best remedies for purpose fatigue.
Don’t Compare Yourself to Others
Envy has always been and will always be a temptation for us humans (check out "How to Stop Envying Your Favorite Celeb's Life"); but thanks—or, in this case, no thanks—to social media, it's almost impossible to not look at how someone else is movin' and shakin' when it comes to their purpose or passion and not envy them or, at the very least, compare where you are to where they are. In fact, I'm willing to bet good money that this is one of the leading causes of purpose fatigue.
If this is what has you so worn out, what's important to remember is it is super-counterproductive to compare your purpose—including the progress that you're making in it—to someone else's. Why? By definition, your purpose is the reason why you exist. It's connected to your own personality, your own gifts and talents, your own perspective, your own experiences, your own drive and ambition. Just because someone appears to be farther down the road, that doesn't mean they are "better" than you or that you have anything to be ashamed of. It simply means that they are doing them, just like you should be doing you.
Constantly comparing yourself will have you out here never fulfilling your purpose. If anything should "wear you out", it's letting the reality of what I just said really sink in.
Write Your Purpose a Love Letter
Mark Twain once said, "The two most important days in your life are the day you are born and the day you find out why." Again, your purpose, by definition, is "the reason for which something exists or is done, made, used, etc." If you know the very reason for why the Most High has placed you on this planet, you are more self-aware than a lot of folks (#facts). Take that awareness and write it a letter of love.
What do I mean by that? Take out an hour one day and literally talk to your purpose like it's the greatest love of your life. Tell it what draws you to it, what you appreciate about it, what you are willing to do for it and just how committed, until death, to it that you are. Then get it professionally printed and matted and hang it up in your bedroom or home office. In many ways, just like a marriage, you need to remind yourself why you are "in this thing" with your purpose to begin with. So that you can get back up and keep going.
Celebrate Your Progress
I have to admit that I have a pretty bad habit of setting a goal, reaching it and immediately moving on to what's next without taking the time to celebrate what I already accomplished. The reason why this can also lead to purpose fatigue is because if you're fully functioning in your purpose, there is always going to be something to do, goals to reach, higher levels to take on. No one is created to go constantly without taking some breaks along the way. Something that can relax you and refuel you is making the time to pat your own self on the back for the things that you've (already) done.
It's not cocky; it's self-acknowledgement. It's recognizing that you're doing what God put you here to do. If anything is worth commemorating, sis, it's that.
GET SOME SLEEP
GiphyAccording to the Centers for Disease Control and Prevention, one-third of us don't get enough sleep. How much sleep is that? No less than seven hours, each and every night. Those of us who know our purpose and are extremely ambitious also know that we probably fall into this statistic. That ain't good either because sleep deprivation causes all kinds of drama and problems—irritability, anxiety, stress, lack of concentration, disorientation, hunger, weight again…and that's just the tip of the iceberg!
A contributor to this site recently wrote "'Team No Sleep' Is a Ridiculous Concept" and she's right. Not only that, but if you know you're not catching enough z-z-z's, there's a huge possibility that you're not purpose fatigued; you're physically fatigued. If that is the case, apply "10 Simple & Effective Ways to Improve Your Quality of Sleep" to your life for a week and then see how you feel.
I wouldn't be surprised in the least if after a few consecutive nights of rest, you'll look up and realize that this article may not have applied to you as much as you initially thought—and that you should bookmark it for another time. And season. All good. It'll be here.
Want more stories like this? Sign up for our newsletter here and check out the related reads below:
This Career Coach Gave Up A $103K Salary To Live In Her Purpose
5 Signs You Are Living Your True Purpose
Letting Go Of Perfection Helped Me Live My Purpose
This Former Stylist Quit Her Job To Follow Her Purpose Of Helping Homeless Women On Their Periods
RELATED
So, we handpicked one hundred It Girls who embody that palpable It Factor moving through us as young Black women, the kind of motion lighting up the world both IRL and across the internet.
It Girl 100 became xoNecole’s most successful program, with the hashtag organically reaching more than forty million impressions on Instagram in just twenty-four hours. Yes, it caught on like wildfire because we celebrated some of the most brilliant and influential GenZennial women of color setting trends and shaping culture. But more than that, it resonated because the women we celebrated felt seen.
Many were already known in their industries for keeping this generation fly and lit, but rarely received recognition or flowers. It Girl 100 became a safe space to be uplifted, and for us as Black women to bask in what felt like an era of our brilliance, beauty, and boundless influence on full display.
And then, almost overnight, it was as if the rug was pulled from under us as Black women, as the It Girls of the world.
Our much-needed, much-deserved season of ease and soft living quickly metamorphosed into a time of self-preservation and survival. Our motion and economic progression seemed strategically slowed, our light under siege.
The air feels heavier now. The headlines colder. Our Black girl magic is being picked apart and politicized for simply existing.
With that climate shift, as we prepare to launch our second annual It Girl 100 honoree list, our team has had to dig deep on the purpose and intention behind this year’s list. Knowing the spirit of It Girl 100 is about motion, sauce, strides, and progression, how do we celebrate amid uncertainty and collective grief when the juice feels like it is being squeezed out of us?
As we wrestled with that question, we were reminded that this tension isn’t new. Black women have always had to find joy in the midst of struggle, to create light even in the darkest corners. We have carried the weight of scrutiny for generations, expected to be strong, to serve, to smile through the sting. But this moment feels different. It feels deeply personal.
We are living at the intersection of liberation and backlash. We are learning to take off our capes, to say no when we are tired, to embrace softness without apology.
And somehow, the world has found new ways to punish us for it.
In lifestyle, women like Kayla Nicole and Ayesha Curry have been ridiculed for daring to choose themselves. Tracee Ellis Ross was labeled bitter for speaking her truth about love. Meghan Markle, still, cannot breathe without critique.
In politics, Kamala Harris, Letitia James, and Jasmine Crockett are dragged through the mud for standing tall in rooms not built for them.
In sports, Angel Reese, Coco Gauff, and Taylor Townsend have been reminded that even excellence will not shield you from racism or judgment.
In business, visionaries like Diarrha N’Diaye-Mbaye and Melissa Butler are fighting to keep their dreams alive in an economy that too often forgets us first.
Even our icons, Beyoncé, Serena, and SZA, have faced criticism simply for evolving beyond the boxes society tried to keep them in.
From everyday women to cultural phenoms, the pattern is the same. Our light is being tested.
And yet, somehow, through it all, we are still showing up as that girl, and that deserves to be celebrated.
Because while the world debates our worth, we keep raising our value. And that proof is all around us.
This year alone, Naomi Osaka returned from motherhood and mental health challenges to reach the semifinals of the US Open. A’ja Wilson claimed another MVP, reminding us that beauty and dominance can coexist. Brandy and Monica are snatching our edges on tour. Kahlana Barfield Brown sold out her new line in the face of a retailer that had been canceled. And Melissa Butler’s company, The Lip Bar, is projecting a forty percent surge in sales.
We are no longer defining strength by how much pain we can endure. We are defining it by the unbreakable light we continue to radiate.
We are the women walking our daily steps and also continuing to run solid businesses. We are growing in love, taking solo trips, laughing until it hurts, raising babies and ideas, drinking our green juice, and praying our peace back into existence.
We are rediscovering the joy of rest and realizing that softness is not weakness, it is strategy.
And through it all, we continue to lift one another. Emma Grede is creating seats at the table. Valeisha Butterfield has started a fund for jobless Black women. Arian Simone is leading in media with fearless conviction. We are pouring into each other in ways the world rarely sees but always feels.
So yes, we are in the midst of societal warfare. Yes, we are being tested. Yes, we are facing economic strain, political targeting, and public scrutiny. But even war cannot dim a light that is divinely ours.
And we are still shining.
And we are still softening.
And we are still creating.
And we are still It.
That is the quiet magic of Black womanhood, our ability to hold both truth and triumph in the same breath, to say yes, and to life’s contradictions.
It is no coincidence that this year, as SheaMoisture embraces the message “Yes, And,” they stand beside us as partners in celebrating this class of It Girls. Because that phrase, those two simple words, capture the very essence of this moment.
Yes, we are tired. And we are still rising.
Yes, we are questioned. And we are the answer.
Yes, we are bruised. And we are still beautiful.
This year’s It Girl 100 is more than a list. It is a love letter to every Black woman who dares to live out loud in a world that would rather she whisper. This year’s class is living proof of “Yes, And,” women who are finding ways to thrive and to heal, to build and to rest, to lead and to love, all at once.
It is proof that our joy is not naive, our success not accidental. It is the reminder that our light has never needed permission.
So without further ado, we celebrate the It Girl 100 Class of 2025–2026.
We celebrate the millions of us who keep doing it with grace, grit, and glory.
Because despite it all, we still shine.
Because we are still her.
Because we are still IT, girl.
Meet all 100 women shaping culture in the It Girl 100 Class of 2025. View the complete list of honorees here.
Featured image by xoStaff
Then there were those who gave up their zip code altogether and found a permanent home in the skies. After years spent recruiting students for a university, Lisa-Gaye Shakespeare became a full-time travel influencer and founded her travel company, Shakespeare Agency. And she's not alone.
These stories mirror the experiences of women across the world. For millions, the pandemic induced a seismic shift in priorities and desires. Corporate careers that were once hailed as the ultimate “I made it” moment in one's career were pushed to the back burner as women quit their jobs in search of a more self-fulfilling purpose.
xoNecole spoke to these three Black women who used the pandemic as a springboard to make their wildest dreams a reality, the lessons they learned, and posed the question of whether they’ll ever return to cubicle life.
Answers have been edited for context and length.
xoNecole: How did the pandemic lead to you leaving the cubicle?
Randi: I was becoming stagnant. I was working in mortgage and banking but I felt like my personality was too big for that job! From there, I transitioned to radio but was laid off during the pandemic. That’s what made me go full throttle with entrepreneurship.
Gabrielle: I moved around a lot for work. Five times over a span of seven years. I knew I needed a break because I had experienced so much. So, I just quit one day. Effective immediately. I didn’t know what I was going to do, I just knew I needed a break and to just regroup.
Lisa-Gaye: I was working in recruiting at a university and my dream job just kind of fell into my lap! But, I never got to fully enjoy it before the world shut down in March [2020] and I was laid off. On top of that, I was stuck in Miami because Jamaica had closed its borders due to the pandemic before I was able to return.
Randi O
xoN: Tell us about your journey after leaving Corporate America.
Randi: I do it all now! I have a podcast, I’m an on-air talent, I act, and I own a public relations company that focuses on social media engagement. It’s all from my network. When you go out and start a business, you can’t just say, “Okay I’m done with Corporate America,” and “Let me do my own thing.” If you don’t build community, if you don’t build a network it's going to be very hard to sustain.
Gabrielle: I realized in New York, there was not a lot to do for Black lesbians and queer folks. We don’t really have dedicated bars and spaces so I started doing events and it took off. I started focusing on my brand, Raw Honey. I opened a co-working space, and I was able to host an NYC Pride event in front of 100,000 people. I hit the ground running with Raw Honey. My events were all women coming to find community and come together with other lesbians and queer folks. I found my purpose in that.
Lisa-Gaye: After being laid off, I wrote out all of my passions and that’s how I came up with [my company] Shakespeare Agency. It was all of the things that I loved to do under one umbrella. The pandemic pulled that out of me. I had a very large social media following, so I pitched to hotels that I would feature them on my blog and social media. This reignited my passion for travel. I took the rest of the year to refocus my brand to focus solely on being a content creator within the travel space.
Gabrielle
xoN: What have you learned about yourself during your time as an entrepreneur?
Randi: [I learned] the importance of my network and community that I created. When I was laid off I was still keeping those relationships with people that I used to work with. So it was easy for me to transition into social media management and I didn’t have to start from scratch.
Gabrielle: The biggest thing I learned about myself was my own personal identity as a Black lesbian and how much I had assimilated into straight and corporate culture and not being myself. Now, I feel comfortable and confident being my authentic self. Now, I'm not sacrificing anything else for my career. I have a full life. I have friends. I have a social life. And when you are happy and have a full quality of life, I feel like [I] can have more longevity in my career.
Lisa-Gaye: [I'm doing] the best that I've ever done. The discipline that I’m building within myself. Nobody is saying, ‘Oh you have to be at work at this time.’ There’s no boss saying, ‘Why are you late?’ But, if I’m laying in bed at 10 a.m. then it's me saying [to myself], 'Okay, Lisa, get up, it's time for you to start working!’ That’s all on me.
xoNecole: What mistakes do you want to help people avoid when leaving Corporate America?
Randi: You have to learn about the highs and lows of entrepreneurship. You have a fast season and a slow season and I started to learn that when you're self-employed the latter season hits hard. Don't get caught up on the lows, just keep going and don't stop. I’m glad I did.
Gabrielle: I think everyone should quit their job and just figure it out for a second. You will discover so much about yourself when you take a second to just focus on you. Your skill set will always be there. You can’t be afraid of what will happen when you bet on yourself.
Lisa-Gaye: When it comes to being an influencer the field is saturated and a lot of people suffer from imposter syndrome. There is nothing wrong with being an imposter but find out how to make it yours, how to make it better. If you go to the store, you see 10 million different brands of bread! But you are choosing the brand that you like because you like that particular flavor.
So be an imposter, but be the best imposter of yourself and add your own flair, your own flavor. Make the better bread. The bread that you want.
Lisa-Gaye Shakespeare
xoNecole: Will you ever return to your 9 to 5?
Randi: I wouldn’t go back to Corporate America. But I don’t mind working under someone. A lot of people try to get into this business saying, “I can't work under anyone.” That’s not necessarily the reason to start a business because you're always going to answer to somebody. Clients, brands, there’s always someone else involved.
Gabrielle: I went back! I really needed a break and I gave myself that. But, I realized I’m a corporate girl, [and] I enjoy the work that I do. I’m good at it and I really missed that side of myself. I have different sides of me and my whole identity is not Raw Honey or my queerness. A big side of me is business and that’s why I love having my career. Now I feel like my best self.
Lisa-Gaye: I really don’t. For right now, I love working for myself. It's gratifying, it's challenging, it's exciting. It’s a big deal for me to say I own my own business. That I am my own boss, and I'm a Black woman doing it.
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Featured image courtesy of Lisa-Gaye Shakespeare
Originally published on February 6, 2023