Over the last 8+ years working with clients on strategy and branding there was one disturbing pattern that kept showing up again and again.
They were building the wrong business.
On the surface, everything looked great. Some were even pulling in seven figures. But once we started digging into strategy (especially brand purpose) something was missing.
They had no deeper reason for doing what they were doing. The founder was uninspired. The energy wasn’t there.
And that’s not uncommon. It’s one of the reasons they came to me in the first place. They wanted clarity. They wanted to stand out. They wanted a branding that would actually move the needle.
But here’s the thing no one wants to admit: You can’t build a brand with soul if there’s no soul in the business to begin with.
At first, I thought this was a strategy problem. But over time, I realized it was a self-awareness problem. And that’s not something you can design around.
This put me in a tricky situation. I wasn’t hired to “find their purpose” or “help them reflect on their life.” In fact, most of them didn’t want that. They wanted branding, not some esoteric bullshit. Alright, I get it.
But the truth was clear (to me, at least): They weren’t just unclear about their messaging. They were misaligned at a deeper level. They were building businesses they didn’t actually care about.
This was actually one of the reasons I started my personal brand. To help people find the their path.
The Cost of Building the Wrong Business
It’s not a big deal if you’re just getting started. In fact, that’s the best time to explore, test, and find your path.
But what if you’ve already built something successful? Imagine realizing this mismatch after you've already spent years of effort into become established. Imagine you are already making serious money. I've worked with many entrepreneurs in exactly this situation. They're externally successful but internally empty and unfulfilled.
That’s not just a branding issue. That’s an identity issue. And it shows up in subtle but powerful ways:
You keep tweaking your offers, but they never quite feel right.
You find yourself chasing new ideas, hoping the next one will click.
You lose excitement for the work, even when it’s working.
You’re busy, but something feels off.
It’s easy to brush this off as burnout or just “part of the process.” But if it keeps happening, it might not be a motivation issue.
You can hire the best strategist in the world, but if your business isn’t built on something you actually care about, the facade will eventually collapse like a house of cards.
Here’s what I’ve learned:
You can’t brand your way out of a business model that doesn’t fit who you are.
If there’s no emotional connection behind the business, it shows in the messaging, in the product, in the energy of the team. People can sense it. And more importantly, you can feel it.
Why This Problem Runs Deeper Than You Think
Let’s be clear: When I’m saying my clients had a purpose issue, I’m not talking about surface-level passion or “interest.” All of them had some of that. I’m talking about the kind of drive that keeps you up at night. The kind of thing you’d feel guilty not doing with your life.
When that’s missing, everything becomes harder.
You’ll struggle to show up when things get difficult (and things will get difficult). Business is brutal sometimes. 90% of startups fail. Why would yours be the exception?
If the only thing keeping you going is the hope of profit, it won’t be enough. Eventually the numbers won’t motivate you anymore. Or you’ll burn out trying to chase metrics that don’t actually mean anything to you.
And even if things are working for you: You risk building a business that feels like a prison. Profitable yes, but empty for sure.
Why Most Entrepreneurs Burn Out
We’re living in a culture obsessed with tactics. We chase blueprints, proven systems, secret formulas, viral playbooks, and 30-day growth hacks. Or how I call it get-rich-quick schemes. Everyone wants the shortcut.
I’ve seen it so many times: People build businesses purely for the money, only to abandon them after a year. Not because the tactics didn’t work, but because the work felt meaningless.
Here’s the thing: Tactics matter. But tactics without strategy? Not so good my friend. Or to quote the grandmaster of strategy himself:
Tactics without strategy are the noise before defeat. — Sun Tzu
Your business can’t just be built on market demand. It has to be built on something deeper. Tactics might get you results for a while. But they won’t get you fulfillment. They won’t build resilience. They won’t help you to become a leader.
You don’t need another tactic. You need a model that actually fits who you are.
The Core Shift: From Outside-In to Inside-Out
Most people start from the outside in: “What’s trending? What can I monetize? What’s my niche?”
But the entrepreneurs who build something meaningful and sustainable start from the inside out.
They ask:
What do I care about?
What kind of problems do I want to spend years solving?
What business model actually fits who I am?
In a crowded market, where a thousand people are selling the same thing, why you do it matters more than what you do. People don’t buy products. They buy stories. They buy belief. They buy into you.
And you can’t fake that. It has to come from something real. That’s why I believe so strongly in helping people build businesses from the inside out. Using their personality, not just market trends, as a foundation.
Let me show you what that changes.
What Happens When You Build with Personality
When you build a business around your personality, purpose, and strengths, a few powerful things happen:
1. Clarity
Your purpose becomes a compass. It guides your offers, your content, your brand voice. You stop chasing every new idea and start building something coherent and intentional. You’re no longer asking, “What should I do?” because you already know why you’re doing it.
2. Motivation
When your business aligns with who you are, motivation becomes intrinsic. You don’t need constant wins or external validation. You want to show up not because you have to, but because it feels meaningful.
3. Resilience
Every entrepreneur hits hard times. But when you care deeply about the work, those moments don’t knock you out. You see them as part of the process. You’re more likely to iterate, not quit.
4. Authenticity
People can sense realness. When your work is aligned with who you are, it shows in every interaction. You attract people who resonate. Customers, collaborators, even investors. Your message lands because it’s you.
5. Creative Energy
Purpose fuels creativity. When you’re connected to your why, you start seeing new ways to serve. You solve problems more creatively, you innovate more naturally, and you create things that truly stand out.
How to Find a Business Model That Fits Your Personality
By now you are probably wondering, “Okay… how do I figure out what kind of business fits me?“. No worries, I heard you. Here’s a simple framework I use with clients.
It’s not fancy, but hey we’re not talking about rocket science. The magic is in actually doing the work. It requires honest self-reflection, perhaps over several sessions. Be patient with the process.
Step 1: What are you interested in?
This is your fuel. Work based on genuine interest feels less like work. It provides the intrinsic motivation to learn, persist, and stay engaged, especially when things get tough. Passion brings energy.
What topics do you naturally gravitate toward? What do you read about, talk about, think about when no one’s watching?
→ Make a list. Write down at least 20 things.
Step 2: What are you naturally good at?
Operating within your natural strengths leads to greater efficiency, higher quality work, and less energy depletion. Things feel easier, and you are more likely to achieve excellence. This is often a source of competitive advantage because it is hard for others to replicate your natural abilities.
Your talents, skills, or ways of thinking that come easily to you, even if they don’t seem special.
→ Make a list. Write down at least 10 things.
Step 3: What do you care deeply about?
What problems frustrate you? What lights you up? What would feel like a waste of your life not to do?
→ Make a list. Write down at least 5 things.
Step 4: Look for the intersection.
This is where the magic is. It’s the sweet spot between passion, skill, and purpose. Think of your 3 lists forming a Venn diagram. We are looking for the intersection of all 3 lists.
Look at your three lists. Where are the connections? Could you use your strength in [Strength from List 2] to address a problem related to [Interest from List 1] in a way that upholds [Value from List 3]?
Here is an example (because I know you love them). Meet Alex. Alex ran a successful e-commerce business selling men's grooming products online. From the outside, Alex had "made it." His store was profitable and growing steadily, but deep down he felt stuck. Something was off, and he couldn't pinpoint what.
Then Alex got punched into the mouth by life. He was diagnosed with a chronic illness—one without a clear cure. Suddenly, profit margins and conversion rates felt trivial compared to the mental toll his health was taking.
He went through the exercise. Here’s what Alex discovered:
Interest: Alex had always been drawn to technology, psychology, and practical self-improvement. He enjoyed exploring productivity apps, reading about mental health strategies, and testing new habits.
Skill: Alex was naturally talented at identifying consumer needs and creating intuitive digital experiences. His strength was simplifying complex technology and making products user-friendly.
Care: Due to his own chronic illness, Alex realized he deeply cared about helping others facing similar struggles. He couldn't cure his condition, but he knew firsthand how critical managing mental health was to coping with chronic illness.
When he mapped out this intersection, the shift became clear. Alex pivoted away from selling beard oil and skincare products toward building a mental health app specifically designed for people living with chronic illnesses. His new business leveraged his tech skills, passion for psychology, and his deeply personal mission.
Today, Alex wakes up genuinely excited about his work. His business no longer feels meaningless or superficial. It feels personal, fulfilling, and impactful.
You don’t need to get it perfect. Just get closer. The more your business reflects you, the more energy and traction you’ll have. It is easy to see why. Because it’s not a mask. It’s an extension of who you are.
Your Personality Is the Brand
If you read this far you should see why starting from the inside isn’t some fluffy personal development thing. It’s strategy.
So if something feels off in your business (like you’re pushing against your own nature) don’t just tweak the funnel or jump to the next tactic.
Zoom out. Ask yourself the deeper questions.
Because if you’re not building a business that feels like you… Who are you building it for?
Want to Go Deeper?
If this hits home, I created a free course that walks you through this process step-by-step. It’ll help you uncover what kind of business actually fits you. Check it out here: