Your motivation behind starting your business is usually referred to as your ‘purpose’ and often includes a backstory that stirs up emotions for you and a connection with your customers.


Academy members often share their backstories at Woman Who events. You can listen to them on the Woman Who Chat Podcast.


Perhaps you left a 9 to 5 role and started your own business to fit around your growing family, or maybe you dreamed of working in an industry that always felt impossible until you had time to reassess your priorities during the pandemic.


In the corporate world, companies are recognising the need to evolve and grow so they can survive in today’s ever-changing climate. A Harvard Business Review Report on The Business Case for Purpose highlighted 89% of executives surveyed who claimed that a collective purpose drives employee satisfaction, while 84% said it had an effect on a company’s ability to transform and 80% said it helped increase customer loyalty.


Managing the purpose of a large organisation needs the understanding, support, and synchronicity of a big team. However, as a solopreneur, you have first-hand knowledge of your purpose and can use this to your advantage.


What’s your purpose?


If asked, could you answer that question without stopping to think?


What’s your purpose? It’s a simple question, but what if your original motivation has altered, or life has taken you in a different direction? It is possible that your purpose can change over time. Finding, or reassessing your purpose can be a powerful exercise to do. As you grow and learn, so does your business.


Take twenty minutes out of your day to think about the following questions and jot your answers in a notebook that you can refer back to.


  • What inspires you?
  • Have your interests changed or evolved over time?
  • What drives you?
  • What motivates you?
  • What are your talents/gifts/skills/strengths?
  • Do you still feel passionate about what you do?
  • What impact would you like to make on the world/people?


It’s not about perfection, it’s about purpose.” Beyonce Knowles


At Woman Who, we bring women together through a networking community, inspire them as women in business, and teach them something new – that’s our purpose.


When thinking about your business purpose it is important to keep in mind your personal purpose, as balancing both help to create a business you love and enjoy running. Knowing that your job gives you joy and leaves you feeling satisfied as well as providing solutions for other people’s challenges is what you are striving for.


Do you happily jump out of bed when the alarm clock rings? If you do, then you resonate with the purpose of your business. Once you connect with that purpose you can work on identifying your ideal client and the products or services you offer to help them.


As I always say, if when you wake up in the morning and no longer want to get out of bed and do what you do, it’s time to change your purpose.


What about passion?


Purpose and passion go hand in hand for most entrepreneurs. You start your business because you have the motivation (purpose), and you keep running it because you are passionate about what you do and why you do it.


Passion is energy. Feel the power that comes from focusing on what excites you.” Oprah


The award entries we receive every year for the Woman Who Awards are always full of passion. Every submission talks about the power of their purpose and the desire they possess to make a difference, provide solutions, and connect with their audience.


That passion drives you to succeed. You don’t rely on external factors, instead, you look inside and find the answers yourself. Passion is the force behind your business, pushing you to learn more, grow, thrive, and achieve everything you dreamed of.


When the Judges interview the Finalists, they are looking for your passion.


Let’s talk about vision


You know your purpose and can easily connect to your passion, but how do these relate to the vision you have for your future?


When I talk about a vision I often refer to launching a new programme, speaking on stage, writing and publishing a book, or winning an award. Only you know that vision you have for your business, but connecting this to your purpose and passion can be useful.


In the Woman Who Achieves Academy, I work closely with our members on every aspect of their business vision. I like to ask the tough questions, such as:


  • Will your business survive and thrive?
  • Do you want to ensure that your business remains visible?
  • Have you put off taking action to grow your business?


Together, we work through a combination of learning and mentorship to find the answers. Our members receive support to achieve that vision and gain the confidence they need to grow and develop in a safe and supportive environment.


When I dare to be powerful, to use my strength in the service of my vision, it becomes less and less important that I am not afraid.” Audrey Lord


Here are my top tips for finding your Purpose, Passion & Vision…


  1. To find your purpose, ask yourself what activities make you feel fulfilled and energised. Focus on what brings you joy and a sense of accomplishment.
  2. Follow your passion by pursuing activities that excite and motivate you. Consider what you would do if money wasn’t an object, and think outside the box to explore different opportunities.
  3. Create a vision for your future by setting goals that align with your purpose and passion. Visualise your ideal life and work toward making it a reality, step by step.


Remember, finding your purpose passion and vision takes time and effort, but it can be an incredibly rewarding journey. Stay focused, stay motivated, and stay true to yourself.


What are your purpose and passion? If you can answer this then you are set to achieve great things!


Interested in working on your Purpose, Passion & Vision with like-minded women in business?

Join the Woman Who Achieves Academy Membership. Find out more…


Let's Get Visible - Join the Woman Who Achieves Academy delivered by Sandra Garlick MBE