PASSION & PURPOSE EXPERIENCETMPASSION & PURPOSE EXPERIENCETM
Co-Creators, Frances Fujii & Tom Voccola, 1991.
That simple question sparked a lifelong inquiry and led us to create a company called CEO2, rooted in a bold vision:
“A world that works because business works—for everyone.”
We knew this vision required more than great strategy or branding. It required transformation—from the inside out.
So we focused on helping people master three essential dimensions:
Self
Knowing who you really are
Relationships
Building trust and transparency
A Game Worth Playing
Aligning around meaningful purpose
Over the next 30 years, we worked with a handful of courageous CEOs, teams, and organizations. We weren't
chasing scale—we were pursuing depth.
Our approach wasn't transactional. It was transformational.
In 2008, the recession hit. We paused our business and moved from California to Idaho, thinking we'd retire.
But soon, leaders across industries and continents began reaching out again. They needed help navigating rapid change and uncertainty.
The challenge: Our work was high-touch, intimate, and difficult to scale without losing its magic.
When the world shut down in 2020, we asked a new question:How do we offer this kind of transformation-
without being in the room?
Tom returned to school, diving into the psychology and anthropology behind our method. His research confirmed
what we had seen for decades:
Greater self-awareness—true self-concept clarity-
unlocks better behavior, deeper relationships, and
stronger collaboration.
At the same time, we began exploring AI-not as a threat, but as a lever.
A way to amplify the human spirit, not replace it.
A way to help more people, in more places,
discover their path forward.
And so, Passion & Purpose Experience was
born.
This app is the culmination of everything we've learned about how people grow, connect, and create meaningful
destinies.
It's our answer to the scaling challenge, a way to help one individual at a time -- or unlimited people simultaneously-
reconnect with who they truly are and understand what their life is asking of them now.
Combines the intimacy of personal
coaching with the reach of technology
Offers profound self-discovery in just a
few powerful hours
Makes deep transformation accessible-
anytime, anywhere
Clarify what matters most
Connect with their authentic selves
Contribute meaningfully to the world
around them
Whether you're a CEO or a teacher, a parent or an artist, at a crossroads or mid-stride-this
experience was built for you.