Antonio Lucio on Building a Foundation Anchored in Purpose

What I’ve Learned

For Antonio Lucio, the bedrock of leadership is purpose. But he is candid: he didn’t truly understand his own until later in life, after facing depression.

“Purpose is it. It is the driving force of our lives.”

In his famous farewell speech as he left Facebook as Global CMO, Antonio admitted he spent years chasing performance, titles, and outcomes without reflecting on the deeper “why” beneath his leadership. The cost was exhaustion, medical challenges, and eventually depression. He soon realized that leadership cannot be sustained on ambition alone.

“Purpose is revealed by what you do, not what you say.”

It was in recovery and reflection that he discovered his true purpose: to empower others, elevate diverse voices, and use his platform to drive change for good.

How I’ve Sharpened

Antonio rebuilt his foundation through purpose by:

• Integrating life and work. He rejected the idea of “work-life balance.” “There is no such thing as work-life balance. There is just life.” Instead, he sought harmony, where his purpose shaped both professional and personal decisions.
• Being radically transparent. He shared openly with family, colleagues, and mentees about his struggles with mental health, knowing that vulnerability reinforces authenticity.
• Making purpose the compass. At Visa, HP, and Facebook, he asked teams to connect every initiative to the brand’s larger purpose. He reminded leaders: “The purpose of a corporation is not only to deliver profit, but to deliver meaning.”
• Coaching purpose in others. He urged younger leaders not to wait for crisis to discover their “why.” He challenged them to put purpose in writing, test it in action, and revisit it as life evolves.

Why It Matters

Purpose is the foundation that steadies leaders in uncertainty. Without it, careers may advance but impact withers. Antonio’s story reminds us that purpose clarifies decisions, fuels resilience, and defines legacy.

“When you align to purpose, you build a foundation no setback can shake.”

About Antonio Lucio

Antonio Lucio is the Global Chief Marketing and Corporate Affairs Officer at HP, former Global CMO of Visa, HP, and Facebook, and Chairman of the Virtuosi LEAP Advisory Board. He is recognized for reinforcing leadership foundations through purpose, values, and authenticity.