This book was originally a recommendation from my doctor, after I recommended to him (and still strongly recommend to literally everyone) the book Stolen Focus. Ikigai is a delightful investigation into the meaning of life and what inspires the centenarians of this world to keep on living. 

The book investigates what causes aging and, more importantly, what has allowed a group of individuals living in Okinawa to live beyond 100 years old. What they discovered, through research and interviews, was that several things contributed to such long life spans, including diet, exercise and most importantly: having an Ikigai (life’s purpose). 

Ikigai proposes that the meaning of life is, in fact, within the struggle itself. Keeping one’s mind sharp by exposing it to new experiences and problems creates a sense of fulfillment that no “relaxing vacation” could ever provide alone. The neural pathways that are developed during the process of learning something new, or figuring out a puzzle/problem, are key to being able to live a long life. 

It got me thinking about my life, and what makes me the most happy or fulfilled. I love past times that challenge my mind, like puzzle-heavy video games, reading, writing, and learning new skills. The more difficult the more joy I am able to find in the activity. I absolutely love to be pushed outside my comfort zone, or having my opinions challenged. I think that’s why I chose marketing as a profession. At the core of any good marketing team is adaptation. We need to be able to see when something isn’t working, and constantly look at changing the design or method to better get our message across. 

Anywhoo, if you’re looking for your next book, definitely consider reading Ikigai. It’s not too long of a read, and provides incredible insight into how to live a fulfilled, long life.