You have to have a purpose to sustain the process of getting a business off the ground, because it’s really too hard to walk through the valley of death without something bigger than the money driving you. In episode 4 of Create + Orchestrate I shared my keys for success, with purpose being one of them. The response to that video basically said that the other two keys were nice but that I totally hit the mark with purpose and that I might need to go a bit deeper with that. So I thought it would be helpful if I shared the purpose for The Unlikely Company, a belief that spreading the good news about entrepreneurship is THE key to making the American Dream achievable for EVERYONE.

One of the new viewers of C+O reached out to me, reflecting on the rallies and protests that happened in Chicago, and said that the rallies and protests made it apparent that the work that The Unlikely Company is doing incredibly important. That’s motivation, AND it’s product-market fit.

If you haven’t seen Episode 6, take a second and watch it. It explains better than I can in this note who we think the Unlikely Entrepreneurs are, and why we are doing this work. I also tell you what John D Rockefeller and Steve Jobs have in common. If you aren’t aware, it’s kind of mind blowing.

And if you haven’t gotten solid on the purpose behind your venture, take some time today and meditate on it. Write down a purpose statement and sleep on it, and revisit it daily. You can always evolve your purpose, but working without one makes it very difficult to make the journey. Make no mistake, once the buzz from the launch wears off and you just have to show up everyday and deliver, even when you don’t feel up to it, you better have a purpose behind you.

To your purpose… and the grind,


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