Why Did You Start Your Business?
No one wakes up one morning and thinks, “I want to work twice as hard, take on all the risks and give up my weekend, just for the fun of it”.
And yet, as of June 2024, there were 2,589,595 small businesses in Australia. That makes up 97.2% of Australian businesses*.
I’m not saying this is every small business owner's experience, but I know it is a lot. Every business owner has a story. It might have been a slow burn over several years or an opportunity that presented itself. You might have had a moment when you decided this was the path. Maybe it was the frustration that boiled over, and you realised you couldn’t keep doing what you were doing.
There are 2,589,595 small businesses, where most, if not all, are unique. While our businesses are all different, the reasons we start them fall into just a few core motivations.
Freedom — the pull to take control of your time, your work, and your life.
Passion — the joy of turning what you love into what you do.
Problem-solving — the drive to fix something that’s broken, inefficient, or missing in the world.
Legacy — the vision of creating something that will last far beyond you.
I’ve broken these down further in this chapter. However, I am not ignorant of the fact that not everyone can be put into four categories. My hope is that you use this information and spend the time actually thinking about the question, Why did you start your business?
These motivations matter more than you might realise, because they quietly shape every decision you make as an owner. They influence the clients you choose, the risks you take, the way you price your work, and the hours you are willing to put in. Funnily enough, I’ve met many, many business owners who haven’t quite been able to put their finger on why it is that they started. It often takes a lot of conversation and gentle questioning to work it out, and these are very successful business owners who have been operating for many years.
When you’re clear on your why, you can build a business that supports your strengths and long-term goals. When you’re not, you risk creating something that can look successful on the outside but feels so far away from the life you wanted.
Over the years, I’ve worked with business owners across every industry you can imagine. The ones who thrive are the ones who not only know why they started, but who use that “why” as a compass.
This chapter is about finding yours. Let’s figure out which path you’re on.
The Freedom Seeker
You didn’t start your business to work more hours. For you, success is measured in time, choice and control. The idea of being tied down makes you uncomfortable and restless. Flexibility is what fuels you.
Your business is a tool to create the lifestyle you want, whether it’s working from a café, taking Fridays off or having the freedom to say no to clients when it doesn’t work for you.
Your Strengths: You think big picture, make bold lifestyle choices and avoid getting stuck in the monotonous tasks of daily work.
Your Blind Spots: If you’re not careful, chasing freedom can limit growth or cause important details to slip.
The Passion Pursuer
You started your business because you love what you do. It’s not just a job; it is an extension of who you are. Your craft, mission or creative work gives you energy, and you can’t imagine a life without it. You value the craft more than you do the financial reward.
Your Strengths: Deep commitment, authenticity, and an ability to inspire others with your enthusiasm.
Your Blind Spots: Sometimes, you may underprice your value or shy away from the less exciting but necessary business tasks.
The Problem Solver
You couldn’t sit back and watch something broken stay broken. You thought you could fix it. Your business is built on making things better, whether for customers, your industry or your community.
Your Strengths: Strategic thinking, creativity in finding solutions, and resilience in the face of challenges.
Your Blind Spots: You can get caught up in the problem-solving problems at the expense of the rest, balance or actions that make an impact.
The Legacy Builder
You’re not just running the business; you are creating something that really matters to you and the community around you. You think in decades, not days. You want your work to outlast you, benefit others and stand for something bigger than yourself.
Your Strengths: Visionary thinking, commitment, and the ability to inspire long-term loyalty.
Your Blind Spots: You may spend so much time on the future that you miss the opportunities (or risks) in front of you presently.
Complete the quiz: https://business-abundance.typeform.com/to/NSQsCnFp
Now you know your “why”. This isn’t a fun label you can use once in a blue moon. It’s the filter you’ll use to make better decisions, faster. I also want to mention that it’s not about putting you into a box. There is space to move, and you’ll very likely be a bit of all of them.
Two business owners can face the exact same challenge and make completely different decisions, simply because what they’re trying to get out of their business is different.
Imagine two café owners. One is a Freedom Seeker, and the other, a Legacy Builder.
Both are offered the chance to open a second location. The Freedom Seeker will look at the opportunity and think, “Will this double my workload? Will I lose the flexibility I built this business for?” They might decide to pass or only go ahead if the new location can be run entirely by someone else.
The Legacy Builder looks at the same offer and thinks, “This could expand our reputation and cement our place for decades”. They might take on the challenge, even if it means working longer hours to create something lasting.
It’s the same opportunity but different decisions. Both are the “right” answer… for them.
Here’s how you can use these results:
As you read through books and listen to podcasts, filter them through your lens. I want you to identify the elements of business practice that work for you.
Every archetype comes with natural strengths and inevitable blind spots. Knowing yours means you can lean into what you do best and protect yourself from the traps that will likely cost you time, money or energy.
The right move for a Freedom Seeker might be a terrible move for a Legacy Builder. Use your “why” to guide not just what you do, but how you do it.
When you’re tempted by new opportunities, shiny trends, or “what everyone else is doing”, check back with your why. Does it move you closer to your vision or just sideways?
Just remember, your “why” isn’t fixed forever. As you grow your business (or as you age), your priorities might shift. If that happens, you can come back to the quiz and see where you land.
*https://www.asbfeo.gov.au/small-business-data-portal/number-small-businesses-australia
