Many leaders choose a single word to guide their focus and decisions throughout the year. It can reflect a personal passion, a business goal or a deeper intention for how they want to lead and grow.
For 2026, our word is Conation.
If that word is unfamiliar, you are not alone.
It comes from Latin and is most often referenced in psychology and philosophy, with roots that trace back to thinkers such as Plato and Aristotle.
What matters most is this. Every one of us have equivalent conative strengths. Our mission is to help leaders and teams understand and apply those strengths so they can contribute with greater purpose and confidence (both at work and at home).
When our clients combine this understanding with our business mentorship, something powerful happens. Teams achieve more by working in ways that feel natural to them. The outcome is higher satisfaction at work, increased productivity and greater efficiency.
The business impact is clear.
🎯 Strong, sustainable growth
🎯 Revenue goals reached in a fraction of the time
🎯 Twelve-month targets doubled
Just as importantly, these teams are aligned, respected and genuinely motivated.
Conation creates the freedom for individuals to contribute at their best and to truly shine.
Fun Facts about Conation
- Conation comes from the Latin word conatus, meaning a natural tendency, impulse or directed effort. It refers to action driven by instinct and purposeful striving.
- The Oxford Dictionary defines conation as the mental faculty of purpose, desire or will to perform an action, also known as volition.
- The concept dates back to the seventeenth century, describing an attempt or endeavor, derived from the Latin conari meaning to try and conatio meaning an attempt.
- Merriam Webster defines conation as an inclination, such as an instinct or drive, to act purposefully.
- Conation reflects the desire and motivation to act. Intelligence alone is not enough. For example, earning a PhD requires not only capability but also the conation to research and write a dissertation.
- It is a complex psychological concept linked to motivation, will and intentional action.
- Conation is internal, unconscious and unchanging. Each person’s instincts naturally shape how they approach problems and this approach remains consistent throughout their lifetime.
If you are curious about conation and want to explore how it can create greater ease and simplicity in your business, we invite you to reach out.
We are passionate about introducing conation as a powerful foundation for confident leadership and business growth in 2026.
