Behind every thriving small business is a powerful “why” – a meaningful purpose that motivates the founders and team. Your why encompasses the change you want to see, problems you aim to solve, and values you hope to exemplify through the business.
Reflect on your motivations
Start introspecting on what originally attracted you to start a business and what keeps that fire burning. Look beyond surface goals like money or freedom to the deeper emotional drivers. How could you change your customers’ lives? Which people and communities matter most to you? Also, consider fears you want to overcome or examples you want to set. The why is often tied to others – how you positively contribute to people and places important to you through your work. Isolate these deeper motivations to get clarity.
Identify the change you want to spark
Now focus your reflections around the specific change you most want your business to spark in the world. Do you aim to empower marginalized groups, spread joy, unlock potential, reward craftsmanship, or connect communities? Defining this central change focuses on your why. Customers gravitate to businesses aiming to ignite change they also care about. Founders driven by purpose solve problems creatively. It is important to check the priorities and plans of the change you’re igniting.
Express why you can’t pursue this
Put into powerful words what is calling you toward this business at a gut level. If someone told you to play it safe and not start this company, what visceral reaction swells up in refusal? Fill in that sentence with the fire in your belly. The compelling reasons will become apparent. Perhaps you feel destined to seize an opportunity, driven to speak out, or morally obligated to take a stand. Frame the intrinsic motivation that makes this venture non-negotiable for you regardless of risk or reward. When conveyed authentically, your compelling why inspires others. It also becomes your guiding light in challenging times. If starting this business aligns deeply with who you are, nothing will deter you.
Make why central to branding and culture
With your why defined, ensure it features centrally on your website and all messaging. Weave it into company origin stories and bios. Celebrate milestone moments connecting to your why. Develop company values and culture that bring the purpose to life. Let it guide hiring to find team members who resonate with the cause. Unite employees around a common way to enhance camaraderie and pride. Consistently communicating and anchoring into your core purpose builds a powerful brand identity rooted in meaning and emotional connection.
Use why to guide decisions
Let your fundamental why guide major decisions, not just short-term profits. Refer back to why you started this in the first place during obstacles and uncertainty. Having an unchanging north star purpose amid turbulent waters keeps you on course. Evaluate new directions through the lens of your underlying change mission. While practical considerations balance idealism, the why frames tradeoffs. It also inspires innovation and sacrifice to make it work.