* By Antonia Dillon, Founder and CEO of Binefit  *


When you think about your entrepreneurial journey, have you ever really been honest with yourself about why you want to start your own business?

Maybe you would ultimately love to spend more time with your family, and owning a business would allow you to control how you spend your days. Or maybe it’s because you want to make a living while doing work that lights your soul on fire and gives you purpose. Or maybe there is a service or product that you know will make the world a better place, and you’re just the person to bring it to fruition.

Whatever that reason is, remembering your “why” separates successful entrepreneurs from everyone else, so keeping yours top of mind is crucial when you start your business.

Why The “Why” Is So Important

Not keeping my “why” top of mind is one of the many things I wish I would have done sooner when I started my business. And there are so many reasons for this…

  • Knowing your why helps you understand if you’re running away from something or running to something (your purpose).
  • Knowing your why helps to inspire your team and remind them that they truly are serving the greater good with your product or service.
  • Knowing your why will keep you going when the going gets tough. And believe me – the going will almost certainly get tough at some point.

Knowing Your Why Helps Your Customers

As a society, we becoming more and more conscientious and morally-savvy consumers. We are curious about the types of brands and businesses we support. Your customers will want to know who you are, what you stand for, and how are you making our world a better place.

When your customers know your “why” and can relate to your purpose, they then and have a compelling reason to work with you, which means you can sell your products or services naturally and with less effort because people will be lined up to work with you.

How To Remember Your Why

Here are three unique methods to use to identify your “why.”

  1. Create your three biggest goals for the next six months, and then your five most compelling reasons to hit these goals.

Focus on three S.M.A.R.T. goals that you would like to achieve in the next six months as it relates to your business. Then, write down the five most significant reasons hitting those goals will impact your life. Make sure you read both the goals and their impact everyday so that you can remind yourself frequently why you’re working so hard and what’s on the other side for you.

  1. Create your perfect day

Take out a piece of paper and write down – from sunup to sundown – how to would spend your dream work day, if you had all the freedom in the world.

Want to take your kids to school each morning, and meet them off of the bus when they get home? Write it in! Want to schedule a 45-minute mid-afternoon snooze? Write it in! Want to wake up to $10,000 more in your bank account from sales you made overnight? Write it in!!

  1. Create a “Never Forget” List

Make a list called “I hope I never forget…” and bullet out out all of the things you want to make sure you remember so that you know what’s pushing you to start this business in the first place. For me, my list consisted of the atrocities I witnessed throughout my career. When I felt like I wanted to quit, I found myself referencing my list and finding renewed energy!

Final Thoughts

Remembering your “why” when you start your business will serve you in a variety of ways. Not only will your customers be drawn to your compelling story, but your “why” will provide you with the motivation you need to keep moving forward even with times get tough. Everyday, you are closer and closer to living the life of your dreams, and keeping your “why” top of mind will help you reach your goals, fulfill your purpose, and ultimately make this world a better place.

Antonia Dillon is a wife, mother, blogger, and entrepreneur. Her blog Wake. Coffee. Slay. is dedicated to informing, inspiring, and empowering new and aspiring women entrepreneurs. Antonia is also Founder and CEO of Binefit, an on-demand storage company serving Detroit and its surrounding suburbs.

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