Topic: Why

The pressure to define a "big bold socially conscious goal" can cause stress for business owners who feel their motivations are too simple. While Simon Sinek's book "Start With Why" is a popular resource, many struggle to find a "good enough" reason for their business. The discussion clarifies that there are actually two distinct types of "whys" that drive an entrepreneur.

A "personal why" relates to the individual benefits of business ownership such as money, travel, and independence, while a "big why" focuses on the external impact and difference made for others. Sharing the personal journey of intentional life design can inspire others even if the entrepreneur is still a "work in progress." The big why is defined by the specific change or "ripple effect" created for a target audience.

Steps four and five focus on the "why" behind the work and the specific people the business serves. Identifying the impact of one's work often reveals a "golden thread" that leads to an "aha moment" regarding a specific niche. Greater specificity in target audience selection allows for messaging that resonates more deeply with the intended recipients.