Find Your Why in Business: A Guide to Purpose-Driven Success
Find Your Why in Business: The Key to Explosive Sales Growth
Why did you start your business? If you’re like most entrepreneurs, you wanted more—more freedom, more income, more control over your future. But somewhere along the way, the business started running you. The long hours, constant stress, and never-ending tasks took over, and suddenly, the freedom you set out to create feels out of reach.
I get it. I’ve been a business owner for two decades, and I’ve seen firsthand how easy it is to become trapped inside your own company. But here’s what I believe at my core: your business exists to fund the life you want, not consume it.
I started Explosive Sales Growth because I saw too many entrepreneurs sacrificing their time, energy, and family for a business that wasn’t giving back. I was fortunate enough to learn early how to create leverage, build a plan, and stay focused on my vision—without missing out on my kids’ lives. But I’ve watched too many friends burn themselves out because they never took the time to define their why.
So let’s change that. In this article, I’ll walk you through seven powerful steps to uncover your why, align your business with your vision, and make sure you’re building something that gives you the freedom you deserve.
Step 1: Build a Business That Works for You—Not the Other Way Around
Most business owners start with the goal of freedom—financial freedom, time freedom, or just the freedom to do things their way. But somewhere along the road, the business starts running them. Instead of designing a business that fuels their life, they build something that consumes it.
This is why defining what you want for your life is the first, non-negotiable step toward personal freedom. If you don’t get clear on this, you’ll make decisions based on short-term revenue, client demands, or whatever urgent fire is in front of you—rather than what actually moves you toward your ideal life.
A Fundamental Question: How Do I Implement This Step?
Grab a notebook (or your Notes app, if you're allergic to paper), and answer these questions honestly:
What does an ideal day in your life look like? Not just work—what time do you wake up? Who are you spending time with? What do you do in your free time?
What financial milestones do you need to hit to fund that lifestyle? Don’t just say “make more money.” Define a specific number.
How many hours a week do you want to work? Be real with yourself—do you want a four-day workweek? Mornings off?
What would you regret if you looked back in 10 years? This question forces clarity on a personal level.
Now, compare your answers with how you’re currently running your business. Do they align? If not, you’ve got some changes to make.
What Might Get in Your Way (and How to Overcome It)
The "I don't have time for this" excuse. If you don’t have time to define your goals, how will you have time to achieve them? Block out 30 minutes. Your future self will thank you.
Fear of limiting yourself. Some business owners resist defining their ideal life because they think it will limit their potential. The truth? Not defining it guarantees you’ll drift into a business model that controls you.
Feeling selfish for prioritizing your life. This is a big one. But your business exists to serve you, not the other way around. If it doesn’t, what’s the point?
By getting crystal clear on the life you actually want, you gain a filter for every decision you make in your business. No more chasing random goals that don’t serve you. Instead, you’re designing a business that fuels your definition of success.
Your business serves your life. And that’s real freedom.
Next Up: Identifying the Problem You Solve (And Why It Matters to You)
Now that you’ve defined what you want your life to look like, the next step is making sure your business aligns with your purpose. And that starts with identifying the real problem you solve—because if you’re not solving a meaningful problem, you’re just working a high-stress job you created for yourself. Let’s dive in.
Step 2: The Real Reason Clients Choose You—It’s Not What You Think
If you don’t know the real problem you solve, your business is just a job you created for yourself—one that might not even pay that well.
Too many entrepreneurs start a business because they’re “good” at something, but being good at something isn’t the same as building a business around solving a valuable problem. If your business doesn’t solve a meaningful problem for your clients, you’ll constantly struggle to attract the right customers, charge what you’re worth, and create real impact.
And here’s the kicker: it’s not just about the problem—it’s about why solving it matters to you. If you don’t have an emotional connection to the problem you’re solving, you’ll lose motivation when things get hard (which they will).
How to Implement This Step
1. Identify the External Problem You Solve
Ask yourself:
What pain is my customer experiencing that leads them to me?
How does my product or service remove that pain?
For example, at Explosive Sales Growth, the external problem I solve is simple: business owners aren’t making enough sales. Without sales, they struggle financially, they work too many hours, and they feel stuck.
2. Find the Emotional or Internal Problem
People don’t just buy solutions—they buy the emotional transformation that comes with solving the problem.
Ask yourself:
How does this problem make my customers feel?
What stress, frustration, or insecurity does it create in their life?
For my clients, their sales problem isn’t just about revenue—it’s about feeling overwhelmed, exhausted, and uncertain about their future. They’re tired of guessing and want a clear, repeatable way to grow their business without sacrificing their freedom.
3. Understand Why It Matters to You
Now, this is where the personal why comes in. Why do you care about solving this problem?
For me, I care because I’ve been there. I’ve seen firsthand how overwhelming running a business can be without the right strategy. I’ve watched friends work themselves into the ground with nothing to show for it. And I know that sales, when done right, create freedom. That’s what drives me.
Now, your turn. Answer these questions:
Have I personally struggled with this problem? If so, how did I overcome it?
Why does solving this problem fire me up?
What happens to people if they don’t solve this problem?
Once you connect with the deeper why behind the problem you solve, your work becomes more than just making money—it becomes a mission.
What Might Get in Your Way (And How to Overcome It)
You assume the problem is obvious. It might be obvious to you, but is it obvious to your customers? Get feedback. Ask past clients why they chose you. Their answers might surprise you.
You focus too much on features, not impact. Nobody buys coaching, marketing, or consulting just to have it—they buy it to solve a problem. Talk about the results, not just the service.
You feel like your business isn’t “important” enough. If you’re helping people solve a real problem that improves their life, it is important. Own it.
Why This Step Matters for Your Freedom
When you clearly define the problem you solve and why it matters to you, everything in your business becomes easier:
✔️ Marketing becomes simple because you know exactly what pain points to address.
✔️ Sales conversations become effortless because you’re solving a real need.
✔️ You stay motivated because you actually care about the work you do.
If you skip this step, you’ll struggle to stand out, and your business will always feel like an uphill battle. But when you own your problem and purpose, you attract the right clients and build a business that fuels both your success and your fulfillment.
Next Up: Getting Clear on Your Core Values
Now that you know the real problem you solve, we need to make sure you’re building a business that aligns with your values—because if you don’t, you might end up creating a business you resent. Let’s get into it.
Step 3: Your Business GPS—How Core Values Keep You on Track
Your core values act as the guardrails of your business. Without them, you’ll take on bad clients, make decisions that don’t align with your long-term vision, and ultimately build a business that doesn’t serve you.
Here’s the hard truth: if you don’t define your values, your business will be shaped by external pressures—clients, competitors, industry norms, or even your own short-term fears.
I’ve seen this happen over and over. Business owners say they want freedom, but their actions tell a different story. They take on every client, work insane hours, and make decisions based on immediate revenue instead of long-term alignment. Before they know it, they’ve built a business they hate.
The solution? Get clear on your non-negotiables now so that every decision you make supports the business and life you actually want.
How to Implement This Step
1. Identify Your Five Core Business Values
Your values should guide every decision in your business—from who you work with to how you structure your offers.
Ask yourself:
What principles are non-negotiable for me in my business?
What behaviors or decisions have made me feel out of alignment in the past?
What do I want my business to be known for?
Here are some examples of values you might consider:
✔️ Freedom – I will not build a business that requires me to be available 24/7.
✔️ Integrity – I will never overpromise just to close a sale.
✔️ Excellence – I will always deliver at the highest level.
✔️ Leverage – I will prioritize scalable strategies over trading time for money.
✔️ Family First – I will not sacrifice my personal life for my business.
Once you define your values, they become a filter for every decision. If an opportunity doesn’t align, you say no—even if it’s tempting.
2. Apply Your Values to Real Business Decisions
It’s one thing to define your values—it’s another to live by them.
Look at your current business:
Are you taking on clients who violate your values just for the money?
Are you saying yes to things that don’t align with your long-term vision?
Are you structuring your offers in a way that respects your boundaries?
For example, I value freedom. That means I refuse to build a business where I have to be constantly available. Instead, I focus on scalable sales strategies that don’t require me to trade time for money.
What about you? If a core value is family first, are you actually setting boundaries on your time? Or are you letting your business pull you away from the people who matter most?
What Might Get in Your Way (And How to Overcome It)
Fear of turning down money. Saying no to misaligned clients feels scary—until you realize that every bad client blocks you from attracting the right ones.
Pressure to conform. The business world glorifies hustle, but if your values say otherwise, you need to have the courage to build your business your way.
Old habits. If you’ve been saying yes to everything for years, setting boundaries will feel uncomfortable at first. Do it anyway.
Why This Step Matters for Your Freedom
When you run your business based on your values:
✔️ You attract the right clients—people who respect and align with your mission.
✔️ You avoid burnout because you’re building something sustainable.
✔️ You stay motivated because your business reflects who you truly are.
Without values, you’ll be pulled in a hundred directions, constantly feeling like you’re chasing a moving target. But when you lock in your values, every decision becomes easier—and your business starts working for you, not against you.
Next Up: Talking to Your Best Clients
Now that you’ve defined your values, it’s time to dig deeper into your why—and sometimes, your clients can see it more clearly than you can. Let’s talk about how to use client feedback to refine your purpose.
Step 4: Want to Attract More Dream Clients? Just Ask the Ones You Already Have
You might think you know exactly why people choose to work with you. But here’s a reality check: your clients often see your value more clearly than you do.
Too many business owners operate in a vacuum, assuming they know what their clients want. Meanwhile, the people actually paying them might have an entirely different reason for choosing them over the competition.
Your best clients hold the key to understanding:
✔️ What problem you truly solve (it might not be what you think).
✔️ What makes your business stand out in a crowded market.
✔️ Why people are willing to pay you instead of going somewhere else.
If you don’t take the time to ask, you’re leaving money—and clarity—on the table.
How to Implement These 3 Practical Steps:
1. Identify Your “Best” Clients
Not all clients are created equal. You don’t want feedback from the ones who drain your energy or haggle over pricing—you want insights from your ideal clients.
Your best clients are the ones who:
✅ Get great results from your service.
✅ Pay what you’re worth without hesitation.
✅ Respect your time and process.
✅ Are the type of people you want more of.
Make a list of 3-5 clients who fit this description. These are the people whose opinions matter.
2. Ask the Right Questions
Now, reach out to these clients and ask them directly:
Why did you choose to work with me?
What was your biggest hesitation before hiring me?
What was the #1 result or transformation you got from my service?
What makes my business different from others you’ve worked with?
If you were to refer me to a friend, what would you say?
You can do this via email, a quick call, or even a casual conversation. The goal is to get their language—not your assumptions. These conversations should drive new ideas.
3. Use Their Feedback to Refine Your Business
Once you have their answers, look for patterns:
Are people hiring you for a different reason than you thought?
Are they getting unexpected benefits you haven’t been promoting?
Are you using the same language your clients use, or are you overcomplicating your messaging?
For example, I might think I’m selling “sales coaching,” but if every client tells me, “You helped me simplify my sales process so I could stop wasting time on leads that go nowhere,” that tells me what my real value is.
The smart move? Start using their exact words in your marketing. If your best clients keep saying, “I love how you make sales feel easy,” then your website, emails, and pitches should include the phrase “I make sales easy.”
This step isn’t just about marketing—it’s about making sure your business aligns with what people actually need from you.
What Might Get in Your Way (And How to Overcome It)
Fear of asking. Some business owners feel awkward asking for feedback. But think about it—if a great client had a fantastic experience with you, wouldn’t they be happy to share?
Ignoring feedback that challenges your assumptions. If clients say they love something about your service that you’ve never focused on, listen. That could be your biggest opportunity.
Talking to the wrong clients. If you ask difficult, low-paying, or misaligned clients for feedback, you’ll get the wrong message. Be selective.
Knowing Who Your Business Serves: Why This Step Matters for Your Freedom
When you know exactly why your best clients choose you:
✔️ You stop wasting time trying to sell to the wrong people.
✔️ You refine your messaging so your marketing attracts more of the right clients.
✔️ You position yourself as the obvious choice—because you’re speaking directly to what your audience actually wants.
If you skip this step, you risk building a business based on assumptions instead of reality. But when you listen to your best clients, you gain the clarity to attract more of them—and create a business that runs smoothly, profitably, and in alignment with your why.
Next Up: Finding the Emotional Connection
Now that you have clarity on why your best clients work with you, it’s time to take it one step deeper—understanding the emotional reason behind what you do. Because at the end of the day, people don’t buy based on logic alone—they buy because of how you make them feel. Let’s dig in.
Step 5: Turn Your Business into a Movement: The Power of an Emotional Why
People don’t buy based on logic—they buy based on emotion.
Yes, your clients want results. Yes, they care about the practical benefits of working with you. But at the core of every buying decision is an emotional driver—something deeper than just the numbers. If you can tap into that emotional connection, you’ll not only attract more of the right clients, but you’ll also build a business that actually fulfills you.
And here’s the kicker: your emotional connection to your work is just as important as your clients’ emotional connection to you.
If you don’t have a strong emotional why behind what you do, you’ll burn out. You’ll make short-term decisions that don’t serve your long-term vision. And worst of all? Your business will start to feel like just another job.
How to Implement This Step
1. Identify the Deeper Emotional Pain Your Clients Have
People don’t just want more sales. They want:
The confidence that they can provide for their family.
The relief of finally getting off the income rollercoaster.
The freedom to work less without sacrificing revenue.
Take a moment and think about your clients. What’s the real emotional struggle behind their problem? Ask yourself:
What stress keeps them up at night?
What fears do they have about their business or life?
What’s their deeper motivation for hiring you?
Once you find this, you’ll be able to speak directly to your clients’ hearts, not just their heads.
2. Find Your Emotional Why
Now, let’s flip the script. Why do you do this work?
If your answer is, “To make money,” dig deeper. Money is a tool, not a purpose.
Ask yourself:
What personal experiences make me passionate about solving this problem?
Have I struggled with this same issue in my past?
What impact do I want to have beyond just making a living?
For me, my emotional why is freedom. I’ve seen too many business owners sacrifice their personal lives, health, and happiness in the name of success. I refuse to let that be my story—or the story of my clients.
What about you?
3. Connect This Emotion to Your Brand & Messaging
Once you’ve identified your emotional why, weave it into everything you do:
Your website should reflect more than just what you sell—it should show why it matters.
Your sales calls should acknowledge not just the logical pain points but also the emotional struggles your clients face.
Your social media & marketing should tell stories that bring your deeper mission to life.
Example: If you help business owners scale without burnout, don’t just talk about revenue—talk about the joy of being able to attend their kid’s soccer game without checking their phone every five minutes.
Emotion sells. Connection builds loyalty. Your why is what makes you unforgettable.
What Might Get in Your Way (And How to Overcome It)
Thinking emotions don’t belong in business. They do. People buy from businesses that make them feel something.
Being afraid to share personal experiences. You don’t have to spill your life story, but vulnerability creates connection.
Focusing too much on features and forgetting the bigger picture. Nobody wants “sales training.” They want the freedom that comes with mastering sales. Sell the feeling, not just the service.
Why This Step Matters for Your Freedom
When you’re emotionally connected to your business, everything changes:
✔️ You stay motivated even when challenges come.
✔️ You attract clients who align with your mission.
✔️ You build something that actually fulfills you—not just pays the bills.
If you skip this step, you risk building a business that feels empty. But when you anchor everything in your deeper why, your business becomes a vehicle for real impact—not just income.
Next Up: Crafting Your Why Statement
Now that you’ve uncovered your emotional connection, it’s time to put it into words. In the next step, we’ll craft a clear, powerful why statement that becomes the foundation for everything you do. Let’s get to it.
Step 6: Your Million-Dollar Mission: How to Craft a Why Statement That Converts
Now that you’ve identified your deeper emotional connection, it’s time to put it into words. A strong why statement isn’t just a feel-good exercise—it’s a north star that keeps you focused, motivated, and aligned with your bigger vision.
Simon Sinek, in Start With Why, suggests a simple formula for creating your why statement:
To [contribution] so that [impact].
Your why statement should be clear, emotional, and actionable—something you can come back to every time you make a business decision.
For example, my why at Explosive Sales Growth is:
To help small business owners create explosive sales growth so that they can build a business that funds the life they truly want—without sacrificing their freedom.
See how that’s bigger than just “helping people make more sales”? It ties back to my deeper mission: freedom.
Now let’s craft yours.
How to Implement This Step: Detemine Why Your Business Exists
1. Start with Your Contribution (The What & How)
What do you do, and how do you do it?
You’re not just “coaching” or “consulting.” You’re helping people transform their business and life.
Example:
If you’re a business coach, your contribution might be: “To guide overwhelmed entrepreneurs to build scalable, stress-free businesses…”
If you’re a marketing strategist, it could be: “To create simple, effective marketing strategies for small business owners…”
2. Describe the Impact (The Why & Who It’s For)
Now, why does this work matter? What’s the deeper impact?
Example:
“…so that they can create a thriving business while still having time for their family.”
“…so that they can grow their revenue without burning out.”
3. Put It Together
Now, combine both parts into a single, powerful statement.
Let’s say you run a sales training business for entrepreneurs. Your why statement could be:
To help entrepreneurs master sales so that they can grow their business without sacrificing their time, energy, or sanity.
Boom. Simple, clear, and deeply meaningful.
What Might Get in Your Way (And How to Overcome It)
Trying to sound “fancy.” This isn’t a corporate mission statement—it’s a guiding principle for you. Keep it real.
Focusing only on money. Yes, making money matters. But why does it matter? What’s the bigger reason behind it?
Being vague. If your why statement could apply to anyone, it’s too generic. Make it specific to your values, audience, and mission.
Why This Step Matters for Your Freedom
When you have a clear why statement:
✔️ You make decisions faster because you know what aligns with your mission.
✔️ You attract the right clients—people who resonate with your deeper purpose.
✔️ You build a business that actually matters to you, not just one that pays the bills.
If you skip this step, you risk getting lost in short-term goals, chasing whatever makes money instead of what builds long-term success. But when your why is clear, you build a business with intention—one that fuels your personal freedom instead of trapping you in the grind.
Next Up: Living Your Why Every Day
Now that you’ve crafted your why, it’s time to bring it to life. In the final step, we’ll focus on how to integrate your why into your daily business decisions, so it actually drives your success—not just sits on a piece of paper. Let’s wrap this up strong.
Step 7: Your Business Playbook: How to Align Every Action with Your Why
A why statement is useless if it just sits in a Google Doc collecting digital dust. The real power comes when you use it to guide your daily decisions—who you work with, how you structure your time, and what opportunities you say yes or no to.
Most business owners drift away from their why not because they forget it, but because they let urgency override importance. They get caught up in short-term revenue goals, client demands, and the endless to-do list—until one day, they wake up running a business they don’t even like.
You didn’t come this far just to create a high-stress job for yourself.
So let’s make sure your why actually shapes your business instead of just being a nice idea.
How to Implement This Step
1. Use Your Why as a Decision-Making Filter
Whenever you’re faced with a decision—whether it’s taking on a new client, launching a new offer, or even just planning your week—ask yourself:
➡️ Does this align with my why?
➡️ Will this move me closer to the life I want, or further from it?
For example, let’s say your why is to help business owners scale without sacrificing their freedom—but a big potential client wants 24/7 access to you. That’s a hard no because it directly contradicts your mission.
Your why helps you stay focused on building the business you actually want, not just the one that pays the bills.
2. Integrate Your Why into Your Business Model
Your business model should be designed around your why, not the other way around.
Ask yourself:
Does my pricing reflect my value and allow me to work with the right people?
Am I offering scalable services that align with my long-term goals?
Am I setting boundaries to protect my time and energy?
Example: If freedom is a core part of your why, then offering only one-on-one services that require you to trade time for money might not be the best fit. Maybe it’s time to add group coaching, digital products, or automated sales funnels.
Your why should dictate how you structure your business, not just what you say in your marketing.
3. Communicate Your Why Everywhere
People connect with businesses that stand for something. Don’t hide your why—make it part of your brand.
Ways to share it:
✅ Website & Social Media – Make it clear what you stand for and who you help.
✅ Sales Calls – Reinforce your why so clients understand what makes you different.
✅ Team & Hiring Decisions – If you build a team, make sure they align with your mission.
The clearer you are about your why, the more you’ll attract clients who resonate with your values—making work feel more fulfilling (and a lot more profitable).
When you articulate your company's purpose and a clear vision to your prospects, customers, and employees, you will have taken the critical first step in building a company culture people love and want to support.
As a leader this step is essential to build an environment that drives employee engagement, creativity, and innovation. Your organization will be empowered to rally around your beliefs when you find your why in business and share it everywhere.
What Might Get in Your Way (And How to Overcome It)
Short-term thinking. Urgency will always try to pull you away from what truly matters. Stay disciplined.
Fear of missing out. Saying no to misaligned opportunities might feel uncomfortable at first, but it’s how you create space for the right ones.
Lack of boundaries. If you don’t protect your time and energy, your business will control you instead of the other way around.
Why This Step Matters for Your Freedom
When you actively live your why:
✔️ You build a business that actually fulfills you.
✔️ You stop saying yes to things that drain you.
✔️ You create long-term success on your terms, not someone else’s.
If you skip this step, you risk falling back into the trap of a business journey that takes over your life. But when you use your underlying purpose as a daily guide, you stay in control—making intentional decisions that support both your success and your freedom. They are both equally important.
Final Thoughts: Your Why Is Your Compass on Your Business Journey
You didn’t start your business just to work. You started it to create a life of impact, income, and freedom. But that only happens when you align your business with your true purpose—every single day.
So here’s your challenge: Start today. Use your why as your filter, build your purpose driven business around it, and protect it fiercely.
Because the only way to truly succeed—without burning out—is to build a business that serves you, not the other way around.
Now go make it happen.
PS - If you want to get a deeper understanding about the importance of your 'WHY', I strongly recommend Simon Sinek's book, Start With Why. His Ted Talk had over 67 Million views!
