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"business needs a lifting purpose greater than the struggle of materialism" - Herbert Hoover

How long is it since you reviewed the reasons why you went into business? It is probable that you will say that you wanted to be your own boss, that you wanted the freedom to make choices that you never had in your employment, or perhaps you saw an opportunity to earn more money.

How has the experience been so far? Has the business served you in the way that you hoped, or are you a slave to your business? If it is the latter, there is an important principle I would like you to consider. We shall call it the principle of life.

By what do you gauge your actions? Have you ever thought deeply about what is really important to you, what you want in your life? I am not talking about material things here, but those deep innermost things that guide your life's decisions, your primary aim. You might ask why this is so important, and what it has to do with business?

I would like to put the proposition that unless you know what is really important in your life, you will never know whether your business will provide the means by which you will enjoy it. A business is more than a job, or it should be. Your business should be a way to get more of what you want out of your life. In order to do that, you either have to create a business that frees you to do the things that give you the life you want, or create a business within which you can achieve the satisfaction or sense of fulfilment you want.

Think about it logically. What were you looking for when you first started your business - a greater sense of freedom, more independence, self-satisfaction, a sense of pride? A sense of knowing that who you are and what you do actually matters? An opportunity to make a difference?

That's the first principle in creating a business that most people only dream about. But is that even true? Most people don't even dream of having a business that truly gives them more life!

Our experience is that it is only when you clearly understand what's important in your life that your motivation and your profits begin to take off.