How to Find Your Business Why

Your ‘business why’ is also known as your purpose. It’s the reason you decided to work for yourself, what makes your clients buy from you and will be behind every decision you make!

It’s pivotal.

Why? Because knowing your ‘business why’ seriously makes achieving your goals easier AND this usually means making more money! ⁠

Identifying your business why can be tricky and time-consuming. But trust me, it is worth the investment.

If you are at the stage of trying to define yours (step #2 of my first 35 steps you need to do to go self-employed) then here are a few ideas to help get you started.

Get Personal

When you decide to discover your business why, it is important that you spend some time getting to know yourself.

When you work for yourself your business and personal life are inextricably linked. If you personally don’t believe in what you are doing or don’t enjoy it, your business will suffer.

Here are some questions to ask yourself:

  • What do you like doing? Think about what things you like doing in your day job and spare time.
  • Where do your strengths lie? Work out what tasks you like doing when it comes to work. Go one step further and also identify your strengths and weaknesses.
  • Where do you dream of seeing yourself?
  • What legacy do you want to be remembered for once you exit this world? 

To answer all these questions requires that you know yourself deeply. 

You will need some time to discover yourself and to identify what you would like your future to look like.

What Are Your Goals?

Goals are the compass that navigate you to business success.

So knowing your goals for going self-employed is another great way to help you to identify your business why.

Is it freedom to make your own decisions? To travel? Or to spend more time with your family?

Whatever your reason, these need to be aligned with your business purpose. Goals that are not aligned to your purpose will hold your business back or, worse still, mean failure.

Define your values

Successful companies are guided by a set of core values. And even when you work for yourself, it is just as important that you also set your own values that will help guide you to your purpose.

It is your values that will inform the decisions that you will make in your journey and live your purpose.

Further, your values will influence your thoughts, actions and beliefs behind every business task you undertake.

Identify your passions

In helping to determine your ‘business why’ it is important that you discover the things that you love doing most. 

  • What is it that you feel most alive when it happens or when you do it? 
  • Are there areas in which others may consider you an expert? 

These are the things you want to be doing to not only attract and retain clients but also get you out of bed in the morning.  

What Happens Once Your Know Your ‘Business Why’

For me, this is where the magic happens. 

Once you know why you are doing something, every decision you make will be perfectly aligned to your purpose:

You’ll make smarter decisions

Nothing is more frustrating than trying to make a decision and that feeling of just not being sure what to do!

Once you know your business why, making decisions will be easy.

If you know you want to spend more time with your family and a client asks you to work late into the evening, you won’t feel guilty saying now.

If you work with freelancers you’ll know exactly what to ask them to do and how to keep them on point so you get the outcome you need.

Or if you just want to travel the world, then at least you’ll be able to identify your perfect client and cherry-pick the ones that suit you. 

A daily review of your purpose will keep you energized towards achieving the goals you set for yourself. So keep it handy!

You’ll have focus

If there are any decisions that you are required to make, you are able to make them quickly and efficiently.

With your business why in mind, you will not make any decisions that are not aligned to your purpose. 

All your actions and decisions will be congruent with your mission and your ultimate purposes.

You’ll have Clarity

The search for purpose is a journey in self-discovery. Knowing your purpose will mean you’ll travel on the right path making a consistent effort in the right directions. 

What I love most is that there is no guilty feeling when you say ‘no’ to someone.


Knowing your business why means you do not waste time.

With the knowledge of what you need to do at all times, there is no confusion when you are faced with choices.

You’ll save lots of time by taking the best course of action at all times when you are faced with difficult decisions.

You’ll Make Choices That Are Right For You

If you are like me, you left your full-time job to do the things you want to do. Not the things your boss told you to.

Your business why should be based on your ideal future and means that every choice you make is conducive to you achieving that.

You’ll be Able to Craft the Perfect Mission Statement

Purpose is your blueprint and a mission statement is your building blocks.

A mission statement is a succinct description of a businesses purpose, why it exists and who it helps. 

Having one will not only will it keep you on the right track, but it is also a really useful marketing tool, telling your customers everything they need to know about you in a couple of sentences.

A mission statement is perfect for websites, networking, advertising and even your own peace of mind. 

Wrapping Up

I hope you feel inspired to find your business why. And that once your finally discover it your daily actions and motivations are centered on it. Not only that it will save you time and make you money.

And before I go. What’s My WHY? To create a content hub for anyone who works for themselves with EVERYTHING they need to manage their own finances, all in one place. ⁠Yeah, I like numbers and writing! ⁠

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About Anita Forrest

Anita Forrest is a Chartered Accountant, spreadsheet geek and money nerd helping financial DIY-ers organise their money so they can hit their goals quicker.