Ever wonder why some entrepreneurs push through failure while others quit? It’s not luck—it’s purpose. Building an online business can be exhausting. The grind, the uncertainty, the constant hustle—it’s easy to get caught up in chasing numbers. But the ones who keep going aren’t just chasing profits; they’re driven by something deeper—a purpose. Imagine you’re grinding away at your business, putting in the hours, but something feels off. You start wondering—why am I even doing this? Without a clear ‘why,’ it’s easy to lose sight of what you’re really working for.
Why I’m Building This Business—and What Keeps Me Going Through the Toughest Days
I get it. It’s hard. I know. I’m right there with you. I’m working a full time job while building my online business. Some days are really tough. I might put out a piece of content that I worked hard on and that I think folks will like. And then I hear crickets.
That’s when I have to remember why I’m building this business. I’m building it because I want to show you that it’s possible to do it. That you can go for it. That you can live your dreams. If I can do it, so can you!
That sense of purpose has made all the difference for me, and it’s what keeps me going through the tough days. It’s not just about showing up—it’s about knowing why you’re showing up in the first place. This idea of having a clear ‘why’ is something that an author by the name of Simon Sinek discusses in his book, Start With Why.
Simon created what he calls “The Golden Circle” framework. He explains that the most successful entrepreneurs and leaders are those who start with a clear sense of purpose. When you know your ‘why,’ it not only keeps you motivated but also guides your decisions, builds trust with your audience, and helps you create a lasting impact.
Simon Sinek and “The Golden Circle” Framework
In his book, Simon lays out a powerful idea: leaders and organizations that clearly communicate their purpose are the ones who inspire action. Here’s a breakdown of the framework:
1. Why:
The core belief or purpose driving you.At the heart of everything you do is your ‘why’—the reason you started your business in the first place. It’s not just about making money or being your own boss; your ‘why’ is the deeper motivation that fuels your actions and decisions. It’s what connects you to your work and gives you the strength to push through challenges.
For example, your ‘why’ might be to help people achieve their personal or professional goals, to solve a specific problem in the world, or to create something meaningful that will leave a lasting impact. It’s essential to get clear on this because it drives not only your acti ons but the way o thers perceive you and your business.
Exercise: Take a moment to write down why you started your business. Ask yourself: What was the deeper reason that made you take the leap? How does this ‘why’ show up in your work every day?
2. How:
The processes or values that set you apart. The ‘how’ is about the values, principles, and methods that set you apart from others in your industry. These are the unique processes or strategies you use to achieve your ‘why.’ Your ‘how’ defines your approach and becomes the blueprint for how you do business.
For example, if your ‘why’ is to empower people to live healthier lives, your ‘how’ might include providing expert advice, offering personalized plans, or creating a supportive community. It’s the specific way you bring your purpose to life.
This is also where your company culture, customer service approach, or product development methods come into play. These elements reflect your core values and help build the kind of business you want to run.
Exercise: Think about the unique ways you approach your business. What methods or principles do you follow that differentiate you from others? How can you use these to better serve your audience and bring your ‘why’ to life?
3. What:
The products or services you offer.The ‘what’ is the tangible result of your work—your products or services. It’s the output that your audience can see, touch, or experience. This is what most people focus on when they think about business: the goods you’re selling or the services you provide.
But the ‘what’ should always be seen through the lens of your ‘why’ and ‘how.’ This is where your purpose and values come to life in a physical or digital form. Your product isn’t just a product; it’s a solution to a problem, a tool that helps your audience achieve their goals or live better lives.
For example, a fitness coach’s ‘what’ might be personalized workout programs or nutrition plans, but it’s the ‘why’ that makes those services meaningful. It’s about transforming lives, not just selling a service.
Exercise: Reflect on the products or services you offer. How do they align with your ‘why’ and ‘how’? Do they resonate with your audience’s needs and desires?
4. Who (Applied Interpretation):
The people or audience your purpose serves.
While Sinek’s original framework didn’t explicitly include the ‘who,’ many entrepreneurs add this fourth layer to emphasize the importance of knowing and understanding your audience. Knowing who your ‘why’ serves is crucial because it helps you tailor your message, marketing, and offerings to the people who will benefit most from them.
The ‘who’ includes your target audience—those who will connect with your purpose and be inspired by it. Understanding your audience is more than just identifying demographics; it’s about recognizing their values, needs, pain points, and aspirations. When you know who you serve, your ‘why’ becomes more impactful because you’re speaking directly to the people who need to hear your message.
Exercise: Take time to define who your ideal audience is. What are their values? What challenges are they facing? How does your ‘why’ address those challenges or resonate with their goals?
This approach isn’t just theory—it’s the foundation of businesses that last. By starting with ‘why,’ online entrepreneurs create businesses that resonate with their audience. And that leads to stronger loyalty, deeper trust, and a bigger impact.
This approach isn’t just theory—it’s the foundation of businesses that last. By starting with ‘why,’ online entrepreneurs create businesses that resonate with their audience. And that leads to stronger loyalty, deeper trust, and a bigger impact.
Why Defining Your ‘Why’ is Essential
- Purpose Fuels Motivation
A clear purpose keeps you fired up. Without it, every task feels like a grind. When you have a strong ‘why,’ even mundane tasks start to feel meaningful. One way to tap into this is by setting weekly goals that connect back to your purpose.
Example: Howard Schultz, the former CEO of Starbucks, grew up in a poor neighborhood and wanted to create a business that provided opportunities for employees. That mission kept him going even during tough financial periods.
Exercise: Write down three recent business challenges you faced. Next to each one, note how your purpose helped (or could have helped) you push through. - Purpose Cultivates Authentic Connections
When you’re clear on your ‘why,’ it attracts people who resonate with your message. Start by sharing your ‘why’ on your About page or social media channels. It’s a great way to build authenticity from the start.
Example: Patagonia stands out because it openly supports environmental causes. Its ‘why’—protecting the planet—has created a loyal customer base.
Exercise: Draft a short paragraph explaining your ‘why’ in a way that would connect with your ideal audience. Share it somewhere today. - Purpose Guides Decision-Making
A solid ‘why’ keeps you on track. It makes decision-making easier by ensuring your choices align with your core beliefs. Ask yourself, “Does this decision help me fulfill my purpose?”
Exercise: The next time you face a tough business decision, pause and write down how each option aligns (or doesn’t align) with your purpose before choosing. - Purpose Enhances Brand Value
A business with purpose stands out. It’s not just about what you sell; it’s about what you stand for. This differentiation attracts customers who believe in your mission.
Exercise: Identify one way you can make your purpose clearer in your branding—whether through your website, content, or messaging. Implement it this week. - Purpose Mitigates External Pressures
When you know your ‘why,’ you’re less tempted to chase trends or mimic your competition. You stay focused on your own path. Keep your purpose front and center, and don’t let outside noise pull you off course.
Exercise: List three distractions that have pulled you off course recently. What actions can you take to stay focused on your ‘why’? - Purpose Provides Resilience
A strong ‘why’ is your anchor. In times of uncertainty or challenge, it keeps you grounded and confident, no matter what. It’s a reminder of why you started this journey in the first place.
Exercise: Write a short journal entry reflecting on a time when your purpose helped you push through a difficult moment in your business.
Discovering Your ‘Why’
Finding your purpose isn’t always easy, but it’s worth the effort. Here’s how to get started:
- Reflect on Your Passions
Think about moments when you’ve felt fired up in your business. Was it helping someone solve a problem? Sharing your knowledge? Getting feedback from your audience? Write down these moments and look for patterns. These moments can guide you toward your core ‘why.’
Quick Exercise: Take 5 minutes to write down three things that make you excited about your business. Now ask yourself why each one matters. - Ask Probing Questions
A great way to dig deeper is by journaling. Ask yourself, “Why do I want to build this business? What do I want my customers to feel when they interact with my brand?” Keep asking “why” until you feel you’ve reached the core of your motivation. This isn’t a one-time task—it’s an ongoing process.
Exercise: Set a timer for 10 minutes and free-write your thoughts on why your business matters. Don’t filter—just write. - Craft Your Purpose Statement
Once you’ve identified your ‘why,’ put it into words. Your purpose statement should be simple and clear—something you can always return to for direction. Keep it short, memorable, and specific.
Exercise: Write a one-sentence purpose statement. Keep refining it until it feels right. - Reinforce Your Purpose Daily
Make your purpose visible. Whether it’s a reminder on your desk or a note on your phone, revisit it often to stay aligned with your mission. The more you reinforce it, the clearer your direction will become.
Exercise: Create a visual reminder of your purpose—whether it’s a sticky note on your desk, a phone wallpaper, or a daily journal entry.
Inspiration from Eric Thomas
Defining your purpose is just the beginning. The real challenge is staying connected to it, especially when obstacles arise. That’s why it helps to hear from those who have faced setbacks and kept pushing forward. Eric Thomas is one of those people. His story and message show how a strong ‘why’ fuels resilience, even when the odds are stacked against you.
Eric’s message isn’t just about business—his words show how having a purpose can fuel resilience in the face of adversity. If you’re struggling to stay motivated, Eric’s video could reignite your passion. His powerful message reminds us that your ‘why’ isn’t just about business—it’s about resilience and passion.
Check out Eric’s video, WHAT’S YOUR WHY? – here.
Conclusion
Finding your ‘why’ isn’t a one-time task—it’s an ongoing process. As your business grows, your ‘why’ will evolve. Keep refining it, and let it guide you through the highs and lows of entrepreneurship. When your business is grounded in a solid purpose, success isn’t just about the numbers—it’s about making an impact.
Want to learn to start taking massive action? My mentor, Connie Ragen Green has a free challenge she calls the Action Habits Challenge. And did I mention it’s FREE???
I’m online entrepreneur Richard Rawlings (Rick) Smith. Who else wants to join me in creating an online business that allows them to enjoy the lifestyle they want and deserve?