Finding your "Why” is an important step in starting a business and should be the driving force behind your decision to become a pest control owner. In today’s episode, Allan and Eric discuss how PCOs can identify their purpose, by creating a company culture based on the core values, and strengths of the organization. By creating a company culture that reflects your purpose, you can build a business that is meaningful, fulfilling, and successful. Your purpose may evolve over time as you gain new experiences and perspectives, and it's important to be open to new opportunities and challenges.