WHATS YOUR WHY?

Have you ever wondered why you do what you do?

Understanding your “why” can bring a deeper meaning, clarity, purpose and joy to your life and business. For women entrepreneurs, answering this question often requires a shift in mindset—and it starts by looking inward.

Why Some Business Women Struggle with Defining Their "Why"

When I ask women in business the question: Why do you do what you do?, the answers I often hear include:

• "Because I love the way it makes the other person feel good."

• "Because I love seeing others fulfil their dreams."

• "I love to see people light up when they get it."

  
  

While these are heartfelt and beautiful responses, there’s something important missing—they aren’t about you.

As women, we’re often taught from a very young age to put others first, prioritising feelings and needs above our own. This ingrained habit can make it difficult to think about ourselves first and what truly drives us.

So, when the question shifts to something deeply personal—like why you do what you do—it can feel unfamiliar, even uncomfortable, to focus on yourself.

Your Why is About YOU

But here’s the truth: Your why is not about anyone else. It’s about you.

Let’s explore some examples to illustrate this:

Instead of saying:"I love coaching because it helps women reach their goals,"

Try this: "I love coaching because guiding others has always been a natural gift of mine—something I’ve been drawn to for as long as I can remember. Embracing this gift has been a transformative part of my own journey, and now I feel called to share it with those who are ready to explore more about themselves and discover their unique purpose in this world."

Here’s another:Instead of saying:"I bake cakes because it makes people happy,"

Try this:"I bake cakes because we live in a visual world, and baking allows me to express my creativity. It brings me a deep sense of joy and accomplishment to see something I’ve imagined come to life—both as a feast for the eyes and the taste buds. Sharing these creations with those who appreciate beautiful designs, rich flavors, and unique experiences is what truly fulfills me."

Do you see the difference? These responses focus on what excites you, fuels your passion, and aligns with your purpose.

Give Yourself Permission to Focus on YOU

Imagine giving yourself permission—permission to truly feel what you want, to connect deeply with who you are, and to explore why you do what you do—completely unapologetically.

I remember when I turned 40 ( hat was a few years ago no). For some reason, I decided I didn’t want my birthday cake to say “Happy Birthday.” Instead, I asked for it to read, “It’s All About Me.”

Looking back, I believe this was my way of standing up for myself. It was a small but powerful act of giving myself permission to say, “You know what? This is all about me.”

Moments like these are worth paying attention to. They reveal a deeper desire—not necessarily to be seen by others, but to see yourself. To recognise your worth, your dreams, and your purpose.

So, to all of you out there struggling to verbalise your why, I have one piece of advice: just start. Write it down, say it out loud, or reflect on it quietly. The clarity will come.

When you tap into yourself—your heart, your desires, and your purpose—you unlock a sense of empowerment and fulfilment unlike anything you’ve felt before.

You’ll feel peace, knowing that you’re on the path that’s truly meant for you. You’ll begin to attract the right people—the ones who align with your values and purpose, the ones you genuinely want to work with.

And most importantly, you’ll trust yourself. You’ll trust that what you’re doing is for you and not for anyone else. And guess what? When you come from this authentic place, the people who truly love and respect you will be drawn even closer to you.

So, may your next birthday cake reflect words that light you up—words that celebrate your truth and remind you that your journey is uniquely and beautifully yours.

There’s nothing more powerful than stepping into your truth—fully, confidently, and unapologetically.

So, I ask you: What’s your why?

It’s time to give yourself permission to discover it and step into your most authentic self.

Reflect on Your Why

Here’s how you can start tapping into your why:

1. Ask yourself: What excites me about what I do?

2. Reflect on: How does my work allow me to express my unique gifts and values?

3. Connect with: What fulfilment does it bring to my life?

Your why is about you, and when you honour that, you step into your full power—unapologetically, authentically, and beautifully.

About Ines

I’m Ines, and I’ve spent over 30 years building businesses and helping women like you connect with your true selves to create impact and fulfilment in life and work. Through my journey, I’ve learned that embracing your unique strengths and desires is the key to building a business and life you love.

If you’re ready to dig deeper into your why and show up authentically, join me at Girls Talk Business, where we support women on their soulpreneur journeys. Together, we’ll discover your purpose and unlock the confidence to lead with clarity and alignment.

Take the Next Step

• Connect with me on LinkedIn: LinkedIn Link

• Join my Facebook group: Facebook Group Link

  
  

Let me know in the comments or message me directly: What’s your why? I’d love to hear your thoughts.

Ines x