How to Survive the Challenges of Starting and Sustaining Your Business: Find Your Why

Everyone has dreams and innovative ideas, but not everyone acts on them. Leaving the stability of a full-time job and the predictability of a boss isn’t easy. But for those who take the leap, the opportunity to build something of their own is worth the risk.

As Austin Kleon said:
“Draw the art you want to see, start the business you want to run, play the music you want to hear, write the books you want to read, build the products you want to use – do the work you want to see done.”

The early stages of running a business are full of late nights, tough decisions, and endless problem-solving. You answer to yourself, and when things go wrong, the weight is entirely on you. It’s not for everyone, but if you feel compelled to give your idea a chance, there’s a reason. That reason is your “why.”

Whether you’ve already identified it or haven’t thought about it yet, knowing your “why” is critical—not only to your success but also to enjoying the process. When motivation fades, your “why” will push you through the tough times and remind you why your dream matters.

Your “Why” Will Guide You Through Challenges

Running a business is full of distractions, setbacks, and unexpected changes. It’s easy to lose sight of why you started in the first place, especially when emotions like fear, frustration, or exhaustion creep in.

How often have you avoided a task because you didn’t “feel like it” at the moment? Understanding your “why” gives you a reason to push through, even when motivation is low. It also helps you prioritize what truly matters and let go of what doesn’t, so you can focus on progress without burning out.

Your time is limited, and how you spend it determines your success. When you feel tired, insecure, or overwhelmed, your “why” will remind you why it’s worth doing the hard work.

How to Find Your “Why”

Many entrepreneurs find inspiration in the Japanese concept of Ikigai, which means “reason for being.” According to Ikigai, your “why” lies at the intersection of:

• What you’re passionate about

• What you’re good at

• What the world needs

• What you can get paid for

Reflecting on these areas can help you uncover the deeper purpose behind your business. Ask yourself:

• What excites me about this work?

• What unique skills or perspectives do I bring to the table?

• How will my business make a positive impact?

• Why do I want to dedicate my life to this idea?

Other philosophies, like the Danish concepts of Hygge (comfort) and Lykke (happiness), the Swedish principle of Lagom (balance), and the French term raison d’être (reason for being), emphasize enjoying the process and simplifying life. These ideas remind us that true fulfillment comes not from the outcome but from how we choose to spend our time.

Stoicism, another popular philosophy among entrepreneurs, teaches the importance of focusing on what matters most and tuning out distractions and emotions that don’t serve your purpose.

Explore these concepts to find one that resonates with you. Use it as a lens to clarify your “why” and create a roadmap for your business.

Turn Your “Why” Into a Business Roadmap

In his book Find Your Why, Simon Sinek writes:
“People don’t buy what you do; they buy why you do it.”

Your “why” isn’t just a source of motivation—it’s also the foundation of your business mission. It’s what connects your brand to your customers. A clear purpose builds trust, inspires loyalty, and ensures your business resonates with the people it serves.

Defining your “why” helps you stay focused on your goals, even during tough times. It reminds you why you’re putting in the long hours and helps you find joy in the journey.

A Final Thought

It takes discipline, dedication, flexibility, creativity, and resilience to sustain a thriving business for years. Millions of entrepreneurs worldwide choose this path with pride because they know why it’s worth it.

Defining your “why” isn’t just a practical exercise—it’s the compass that will guide you through challenges, fuel your passion, and help you create something truly meaningful.