The Importance of Purpose

For a _Company of One, purpose is not just a fluffy mission statement. It's the "why" behind everything you do. It's the lens through which you filter all your business decisions, from the smallest to the most significant.

A clear purpose provides:

• Motivation: It's what drives you to keep going, even when things get tough.
• Direction: It helps you make smart, confident choices that are aligned with your values.
• Connection: It allows you to connect with your customers on a deeper level, as they are often drawn to businesses that share their values.
• Resilience: In a downturn, customers are more likely to stick with businesses they trust and respect.

Your purpose is your values in action. It's not something you can fake. It has to be authentic and deeply felt. When your business is aligned with your purpose, you'll find more enjoyment and satisfaction in your work.