(Re)discovering Your Business Purpose and Finding out What You Really Love!

Have you ever thought about why you started your business?  

Are you having trouble figuring out what you truly enjoy? 

When building a sustainable business, it’s important to think about more than just simple goals. When things get tough, understanding the deeper reason that keeps you going can act like your compass or guiding light. Your “why” is what helps you during hard times and might even push you to do more in your business. 

When working with clients, the first things we ask are: 

  • What do you want to achieve in your business?  
  • What motivated you to start your business/company or turn your hobby into your day job? 

These questions are about gaining clarity. And gaining clarity about your why, ensures that what you are doing is aligned with your big hairy audacious goal (thanks Jim Collins!). 

If you have been in business for a while, your why may have changed – that is ok!  

When you first start, your goals may be about revenue and sales, and freedom to work how and when you want to. But as you build your business, it is likely your motivator and goals will change.  

Having personally coached over 100 businesses in the past few years, what is common across all is when starting out, business owners will focus on revenue. Often because revenue = business. However, as they begin to gain confidence, and see their business being successful, their why and reason for being in business shifts to more intangible why’s like freedom and abundance.  

If you’re feeling disconnected from business, let’s rediscover your ‘why’ and reignite that spark between you and your business. 


Grab a piece of paper or your remarkable2 tablet (our favourite thing!) and answer these three questions. 

  1. What impact does your business have on the people it touches?

Reflect on the positive changes your business creates for your customers, your team, and the community. How does it contribute to their well-being, happiness, or success? 

  1. Envision your business’s legacy. What mark do you want to leave in the next decade?

Think about the long-term vision for your business. Beyond financial success, what difference do you want to make in the lives of those connected to your business and the wider community? 

  1. What drives you to keep going, even on the toughest days?

Consider the passions and values that fuel your commitment to your business. What aspects of your work fill you with pride and satisfaction, regardless of challenges or scrutiny? 


Hopefully these questions will help guide you back to your foundational reason/s for starting your business journey. Remember, look beyond immediate challenges and reconnect with their deeper purpose and aspirations. 

If you’re trying to find the right business or understand why you want to start one, take your time and be intentional. If you need some guidance, book a discovery call with Jenni and let’s discover your “why” together. 

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