Align Business With Your Why: Find Purpose & Thrive

Igniting Your Entrepreneurial Fire: Aligning Your Business With Your "Why"

Right, let's have a real chat, yeah? How many times have you scrolled through Instagram, seeing all these shiny entrepreneurs living their best lives, & thought, "I want that too!"? Maybe you've even started your own business, hustling like crazy, but something feels… off. Like you're pushing a boulder uphill, constantly exhausted, & wondering if this whole entrepreneurship thing is really all it's cracked up to be. Especially when you’re juggling all the other demands of modern life – like, you know, keeping tiny humans alive, navigating the school holiday marathon, and maybe even trying to squeeze in a moment for yourself amidst the beautiful chaos. It’s in those moments of overwhelm that finding your "why" becomes an absolute anchor. I get it. I’ve been there. Four kids, a PhD, running multiple businesses – trust me, I know a thing or two about the juggle. And let’s not even talk about the time my toddler daughter decided to redecorate the living room wall with a full tub of Sudocrem just as I was about to jump on a client call! (Deep breaths, Carlene, deep breaths). It's precisely because life can be so gloriously messy that having a strong "why" at the heart of your business becomes your guiding star, your North Star in the beautiful chaos.

See, it's easy to get caught up in the "how" – the strategies, the systems, the social media posts. But if those aren't fueled by a strong, burning purpose, you'll quickly find yourself running on fumes. It’s like trying to drive a car with an empty tank – you might get a few miles, but you won't get far.

Beyond the Paycheck: Uncovering Your True Purpose

For many of us, especially as Millennials facing the ever-increasing cost of everything from childcare to a simple loaf of bread, the initial motivation is often about the money. And that's perfectly valid! We need to pay the bills, provide for our families, & create a sense of security in a world that often feels anything but. I remember thinking, after my third child, that I needed a bigger paycheck, stat! That feeling is what initially propelled me to pursue my MBA.

But what I discovered during that intense year at Cranfield (juggling lectures, group projects, & a toddler who thought sleep was optional) was that even a higher salary wouldn't necessarily equate to a richer, more fulfilling life. It was a real "lightbulb moment." The MBA actually reaffirmed my deeper reason: the desire for autonomy, the flexibility to be present for my kids' school plays (even the slightly cringe-worthy ones), & the fulfillment of making a real impact. It’s not just about having more; it’s about having a life you genuinely love.

So, how do you uncover your own "why," that driving force that will not only fuel your motivation but also attract your ideal clients?

Here are a few questions to get you started:

• What truly lights you up? What are you passionate about, even if it seems unrelated to your business idea?

• What impact do you want to make in the world, however big or small?

• What kind of legacy do you want to leave for your children? What do you want them to learn from your journey?

From Purpose to Practice: Integrating Your "Why" Into Your Business

Discovering your purpose is only the first step. The real magic happens when you actively integrate it into every aspect of your business, weaving it into your brand story, your marketing messages, your client interactions, even your daily operations. This is where the Business Flourish Framework really shines, providing a holistic blueprint for aligning your purpose with practical action. It’s about taking that inner spark – your "why" – & translating it into tangible action. Think of it like this: your purpose is the seed, but the Framework is the soil, the water, and the sunlight that helps it grow into a flourishing business. The Business Flourish Framework helps you weave your “why” into the fabric of your business.

Business Flourish Framework Page Want to learn more about how to practically apply this framework? Click the link to explore.

Here are a few practical strategies to get you started:

• Craft a Brand Story that Resonates: Your "why" should be at the heart of your brand story. Share your personal journey, your struggles, your triumphs, & how your business is an extension of your purpose. This authenticity will attract clients who connect with your values. For example, think about how Oprah Winfrey built her empire by sharing her own story of overcoming adversity & empowering others. Her "why" became the foundation of a global brand.

• Infuse Your Marketing with Purpose: Don't just sell features; sell the transformation your business offers & how it aligns with your reason. Speak to the deeper desires & pain points of your ideal clients, showing them how you can help them achieve their own version of a "rich life." For instance, if your "why" is about empowering women to achieve financial independence, your marketing should speak directly to that aspiration, addressing the challenges & fears that might be holding them back. Perhaps leveraging smart AI tools to truly streamline your content creation process & really get your message out there. Think about how you can use AI to automate tasks, personalize your messaging, or gather data-driven insights to better serve your clients. Find your "unhinged content era," as Adrienne Weriner says – don’t be afraid to be bold, authentic & truly you in your marketing.

• Create Systems that Support Your "Why": Streamline your processes & automate tasks to free up your time & energy, allowing you to focus on the work that truly aligns with your motivation. Delegate or ditch what’s not serving you. This allows you to live your “why” rather than just talking about it. For instance, if your “why” is about spending more quality time with your family, implementing a system for batching your content creation or automating your social media posts can free up valuable hours. Remember, as my partner, a true tech whiz himself, always says, "It's about working smarter, not harder."

• Prioritize Your Well-being: Building a business is a marathon, not a sprint. Make sure you're taking care of yourself – physically, mentally, & emotionally – so you can sustain your efforts & avoid burnout. Think of it like this: you can’t pour from an empty cup. Prioritizing your wellbeing isn’t selfish; it’s essential for long-term success & fulfillment. Remember, a flourishing business starts with a flourishing you!

Handling the "Buts" & Embracing the Journey

Now, I know what some of you might be thinking: "But Carlene, I'm so overwhelmed already! How am I supposed to add 'finding my why' to my to-do list?" Or maybe, "But I don't even know where to start!"

Believe me, I've had those moments too. Just last week, I found myself staring blankly at my laptop, the baby monitor squawking in the background, & a looming deadline for a new program launch. My “why” felt completely buried under a mountain of to-dos. I had to literally schedule 15 minutes in my calendar just to reconnect with my purpose, reminding myself why this whole chaotic journey was even worth it. It’s a work in progress, always! And if I'm honest, there are still days where I question if I’m doing it all "right," especially with the PhD, the kids, & trying to launch a new venture all at once. I have this recurring worry about becoming "glorified roommates" with my partner because we’re both so immersed in our work, a fear that's fuelled by those "date nights" that end up being more like "working film nights." It’s a very real struggle.

I remember feeling like I was constantly reacting to the latest fire drill, whether it was a client crisis or one of my little ones deciding to use my laptop as a canvas for their artistic expression. There was this one time, early on in my entrepreneurial journey when things felt especially precarious financially, that I had to make the heartbreaking decision to rehome my two beloved dogs, Cappuccino & Espresso, because I simply couldn't provide the care they needed while juggling everything else. They were spending their days crated while I worked & I just couldn’t bear it, knowing they deserved better. Looking back, that period felt like a stark illustration of how out of alignment I was. My "why" – which was all about creating a life of freedom & flexibility – felt like a distant dream, replaced by the harsh reality of just trying to keep all the plates spinning. It was a painful but pivotal lesson that made me realize I desperately needed to find a better way.

But what I realized was that if I didn't carve out time to connect with my motivation & build systems that supported it, I'd be forever stuck in that reactive cycle. I call it the “hamster wheel of overwhelm.” So, what can you do to break free?

• Time Blocking is Your Friend: Schedule specific blocks of time in your calendar, even just 15 minutes, dedicated to connecting with your "why." Treat this time as non-negotiable, just like an important client meeting. For instance, I block out 30 minutes every Sunday evening to review my "why" & plan my week accordingly.

• Delegate or Ditch: What tasks can you delegate to a virtual assistant, a team member, or even a family member (if you're lucky enough to have that support)? What can you simply ditch altogether? Remember, every "no" to something non-essential is a "yes" to your purpose. When I first started, I was trying to do everything myself – from social media management to client onboarding. It was exhausting & unsustainable. Learning to delegate key tasks was a lifesaver.

• The Power of "No": This is a game-changer, especially for us mums. Learning to say "no" to commitments that don't align with your "why" – whether it's a last-minute school bake sale or an extra project that stretches you too thin – creates space for what truly matters. I used to be a "yes" person, & it almost led to burnout. Now, I'm much more discerning with my time & energy. One of the biggest "no's" I had to learn to say was to well-meaning family members who offered help but on their own terms, not when I truly needed it. Being clear about my needs, even if it felt uncomfortable, was essential.

Femmeprenista Support Post Page Connect with our community for more support on navigating the overwhelm.

Remember that entrepreneurial journey, Nisbett & George, I mentioned before? That venture, a fashion design business I co-founded during university, taught me so much about the importance of aligning with your co-founders' "why" & their capacities. I was a new mum at the time, juggling university, a newborn, & this new business. My co-founder, without children, needed the security of a full-time job, while I wanted to go "all in" on the business. This mismatch in our “whys” and capacities ultimately led to the venture dissolving, a real "sliding doors" moment where I wondered what might have been if our circumstances and visions had been more aligned. Looking back, it was a tough but valuable lesson in the importance of shared purpose and recognizing capacity differences in any collaboration.

So, take a deep breath. It doesn’t have to be perfect. Start small. Carve out just 15 minutes today to reflect on those questions I mentioned earlier. Journal about it, meditate on it, talk it over with a trusted friend or even your husband. You might be surprised at what emerges. Even the smallest step forward is a win. “The journey of a thousand miles begins with a single step,” right?

If you're a new entrepreneur, just starting to build your business & feeling a bit lost, or if you're looking to scale your existing business & want to ensure it's truly aligned with your purpose, check out our Spark Program.

Spark Program Page

Ready to Spark Your Purpose?

Aligning your business with your “why” isn't just a feel-good exercise; it's a strategic move that will fuel your drive, attract your ideal clients, & create a business that is both profitable & deeply fulfilling. So, take that first step today, & watch your entrepreneurial fire ignite!

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Carlene Nisbett

Founder & CEO, Femmeprenista (Coach, Mentor, Speaker)

Wife, Mother of four, Business Owner, PhD Researcher, Pet mom, Plant mom, 5'0" tall Passionate Multitasker & Wine Lover, You get the drift

P.S. This workbook is just the beginning!

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