Finding Purpose in Business: What’s Your Common Thread?

As entrepreneurs, we’re often driven by a multitude of ideas and passions. It’s not uncommon to bounce between different business models, exploring new ventures and opportunities along the way. But with so many interests, how do you find your true purpose in business? The key lies in identifying the common thread that ties your ventures together. Whether it’s a commitment to service, a desire to fill a gap in your community, or a passion for innovation, understanding this core purpose can provide direction and fulfillment in your entrepreneurial journey.

As a multifaceted entrepreneur and educator myself, I bounce between being a restaurateur and financial literacy educator. I also invest in various businesses on the side, and always have my hands in a diverse set of projects. I’ve figured out the formula over the years to determine what really resonates with me, though, (more on that later in this post!) and I think all entrepreneurs could benefit from that introspection. Here’s how you can do it:

Reflect on values and what lights you up

Before diving into the specifics of your business, take a step back and reflect on your core values. What principles guide your decisions, both in life and in business? Are you motivated by a desire to help others, to create positive change, or to innovate? 

Equally, which types of projects feel the most purposeful to you? Are they community collaborations, independent research, or event planning? By identifying the common theme in your values and what brings you joy, you can start to see how these things manifest in the businesses you’re drawn to. This reflection will help you recognize the deeper motivation behind your entrepreneurial efforts.

What patterns do you see in your interests?

If you’ve bounced between different business models, it’s worth examining the patterns in your interests throughout your life. What do your past ventures have in common? Do they align with any of the things you loved as a child? Is there a recurring theme, such as a focus on community building, problem-solving, or creativity? For example, you might notice that every business you’ve started has been service-oriented, whether it’s in education, hospitality, or consulting. These patterns can reveal the common thread that runs through your entrepreneurial journey, helping you pinpoint your true purpose.

Start at the finish line: what legacy do you want to leave behind?

Your purpose in business often aligns with the impact you want to make in the world. Ask yourself: What change do I want to see as a result of my work? Do you want to fill a gap in your community, provide a service that’s lacking, or create products that make people’s lives better? By focusing on the impact you want to have, you can find a sense of purpose that transcends any single business model. This purpose becomes your guiding star, helping you navigate the ups and downs of entrepreneurship.

Take stock of your strengths

Everyone has unique talents they seem to have been born with. Evaluating those is a great way to discover your purpose - ask yourself: what am I naturally good at? Your strengths are often linked to your purpose. For instance, if you’re a natural problem-solver, you might find purpose in businesses that involve troubleshooting, consulting, or innovation. If you’re a natural communicator, you may find your purpose in connecting people, bringing groups together, and mediating. By aligning your business endeavors with your strengths, you’ll not only find more satisfaction in your work but also create greater value for your customers.

Consider the needs of your community

Many entrepreneurs, like myself, find their purpose by addressing the needs of their community. Take a look around and ask: What gaps exist in my community that I’m passionate about filling? Is there a service or product that’s missing? Is there a way to uplift or support others through your business? When your purpose is rooted in serving others, you create a business that’s not only successful but also meaningful. 

For my own journey, I started out as a school teacher in LA. I loved education, but felt drawn specifically to adult financial literacy education after seeing the way the 2008 financial crisis impacted my family and community. I soon became an adult financial literacy educator turned entrepreneur, and all my other businesses follow the common thread of filling gaps in my community, bringing people together, and helping everyone learn from one another. I think connection to your community can be incredibly fulfilling and can keep everyone motivated through the challenges of entrepreneurship.

Be open to evolving

It’s important to remember that your purpose may evolve over time. As you gain more experience and your business grows, your understanding of your purpose might deepen or shift. Don’t be afraid to revisit your core values, interests, and strengths as you continue your entrepreneurial journey. Staying open to this evolution allows you to adapt and refine your purpose, ensuring that your business remains aligned with your true self.

Remember to find joy in the process!

Finding your purpose in business isn’t just about the end goal—it’s also about discovering joy in the process. Purpose-driven entrepreneurship means engaging in work that excites and fulfills you, even when it’s challenging. When you’re aligned with your purpose, you’ll find that the journey itself is rewarding, and the impact you make becomes an extension of who you are.

Discovering your purpose in business is a deeply personal journey. It’s about more than just profits or success—it’s about finding the common thread that connects your interests, values, and strengths. By reflecting on these elements, identifying the impact you want to make, and staying true to your unique path, you can create a business that’s not only successful but also deeply meaningful. Whether you’re just starting out or have been on this journey for a while, your purpose is your north star, guiding you toward a business that reflects your true passions and makes a positive impact on the world. For more mindset and business advice like this, subscribe to my newsletter, The Ambitious Amiga.