Last week, we talked about them—your buyers. Their psychology. Their motivations. What makes them say yes.

But this week? We’re turning the mirror around.

Because here’s the uncomfortable truth: Too many business owners are building companies to please other people.

Trying to match what their peers are doing. Trying to win over buyers who may not even be the right fit. Trying to make their business look impressive from the outside while feeling completely misaligned on the inside.

If that’s you, I want to shake you by the shoulders (gently) and say: You didn’t start your business to impress strangers. You started it to create freedom from a 9-5, from boring work, from doing what other people tell you to do.

So let’s go back to the real question: Why do you own your business?

What motivated you to step out on your own in the first place? What do you really want from this thing you’re building?

This episode isn’t about your clients. It’s about you.

I’ll walk you through the 9 core psychological motivators that shape not just how we buy but why we start businesses, how we grow them, and the decisions we make along the way. I’ll share my own stories, from my early days of chasing esteem and achievement to what actually fuels me now: autonomy and empowerment.

And I’ll challenge you to get brutally honest about what’s driving you so you can start building a business that actually serves the life you want.

No more old goals. No more outside validation.

If you’re looking to stare burnout in the face and laugh, it’s a helluva lot easier when you believe 1000% in why you’re doing what you’re doing.

Let’s talk about how to own YOUR business.