Ep 301: Hitting the reset button - discovering your true business purpose with Ikigai.

Every business starts with excitement and passion—but if you want to keep that spark alive, you’ve got to go deeper than enthusiasm. You’ve got to have a purpose.

In this episode, I circle back to something I talked about in my very first podcast episode: the Japanese concept of Ikigai (pronounced ee-key-guy—I just learned that from a kind listener who corrected me!). It’s been one of the most important ideas shaping the way I run my business, and honestly, it’s exactly what you need when you’re feeling stuck, unsure, or ready to quit.

So what is Ikigai? It’s your “reason for being”—the place where four parts of your life and business come together:

• What you love

• What you’re good at

• What you can be paid for

• What the world needs

Think of it like a Venn diagram with four circles. Where they overlap—that’s your Ikigai. That’s your purpose.

Here’s why it matters: when you know your purpose, you have a compass for every business decision. Thinking about adding a product? Hiring someone? Dealing with tough customer issues? Instead of guessing, you filter it through your purpose. It’s also what helps you stand out in a crowded market. For example, if you’re starting a cupcake shop where there are already ten others, your Ikigai might help you add something unique—like delivery or a family-friendly space that ties into your passions.

Your purpose doesn’t just guide your decisions—it shapes your brand, too. If your purpose is to bring calm, your colors, messaging, and even your tone should feel calming. If your purpose is about bold innovation, your branding should feel alive and energetic. That’s how you connect with customers in a way that goes deeper than “what you sell.”

And here’s the most important part: your purpose will hold you up when things get hard. Because let’s be honest—business is hard. But when you know your why, it keeps you steady. It gives your business roots. It’s also what makes your business last. Whether you want to sell one day or pass it down, a clear purpose makes it more valuable and meaningful.

Ikigai also gives you four pillars you can lean on:

• Mission Statement – where what you love overlaps with what the world needs

• Vision Statement – where what the world needs meets what you can be paid for

• Profession – where your skills meet financial opportunity

• Customer Promise – where your skills align with your passions

Together, those four create a foundation you can always return to.

So my encouragement to you is this: take some time, download the Ikigai worksheet, grab a coffee, and think through these four areas. Be honest with yourself. The clarity you’ll get will make everything—your goals, your branding, your confidence, and even your customer relationships—so much stronger.

And don’t forget: your purpose can change as you grow. That’s okay. The point is to always know why you’re doing what you’re doing. When your daily work lines up with your deeper purpose, that’s when your business becomes not just a job—but a legacy.