September 18, 2025 • 20 mins
One of the best tools you can use to establish and map out your true business purpose is IKIGAI. Today, I'm bringing back my #1 most-listened-to episode as a reset, so you can build a meaningful & profitable business.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:09):
Well, hello friends.
I am so excited that you arehere today.
Speaker 2 (00:13):
This is Kimberly and this is a special day.
You'll know what I'm doingtoday.
I am bringing something back,okay, I'm bringing back Episode
1.
I am playing Episode 1 todayhere on this Episode 310,
because I think it's time thatwe all step back and really look
(00:34):
at our true purpose in startingour businesses.
Whether you're in the ideastage, whether you already have
a business, it does not matter.
This is what we need right now.
We need kind of a reset buttonto go.
What is my reason for being?
What is my purpose?
There's a Japanese word that'scalled ikigai and it's spelled
(00:56):
I-K-I-G-A-I.
I've been calling it ikigai forthe past six years.
I called it ikigai on thisepisode, one that you're about
to hear.
So I say that throughout.
But here's a funny true story.
It's a fun fact.
I had a hater on YouTube sayhow can I even listen to your
episode on ikigai when you don'teven pronounce it right?
(01:17):
And I was like laughing.
I'm like, did I not pronounceit right?
And then I didn't even reallylook it up.
I was like, whatever, thatperson is just a hater, it's
IKIGAI.
Well, right now I sat down torecord this episode and I looked
up on Google pronunciation ofI-K-I-G-A-I Sure not, it says
IKIGAI.
So shout out to my haters,shout out to my haters.
(01:38):
Y'all are amazing because youmade me realize that I had been
wrong all these years.
But here's another fun fact.
I remember looking it up onGoogle before the first episode
because I was so freaked out andnervous about my first episode.
I'm like Am I even saying thisright?
And I'm about 99.99999%.
It said IKIGAI.
It did say there was a coupleof ways you could pronounce it.
(01:58):
This was at the time.
But do y'all know how far we'vecome technologically in all the
search and search results andall that, and, and the AI and
everything's more accurate now.
So I truly believe that youknow the right one has now come
to the front it's Ikigai.
So y'all can laugh with meevery time I say Ikigai in this
(02:19):
episode and in all the pastepisodes where I've talked about
it.
We can just giggle togetherit's Ikigai and the haters won.
The haters won on that.
The person was right.
It's Ikigai.
I was wrong.
I have failed as a businessowner and a podcaster.
I pronounced something wrongand my apologies to everyone.
(03:05):
No-transcript table, trying tofigure out what the heck I was
going to do with the rest of mylife because I was closing my
other businesses.
I'm like, do I go back to sales?
What am I doing?
And I really needed this.
I found it online and that'swhy I've created my own guide
and I use the kind of I use thetemplate of the diagram, but I
(03:29):
kind of zhuzhed it up and thenused my own creativity and
knowledge to create a guide tohelp you really pin down what is
your purpose in doing this.
People, we have to know this.
We have to know this.
It is so important for thesuccess of our businesses and
for our sanity.
So I hope you enjoy thisepisode.
(03:49):
You can cringe with me as welisten because, again, it's my
first episode.
I have never listened to itagain.
This is going to be the firstday that I listen to it.
I have to listen to it rightnow, in just a minute, because I
have to insert it into thisepisode and I have to edit it.
So I'm editing.
I mean I'm just like cutting it, but I do need to listen, and
(04:09):
so I'm.
I'm I have some hot tea here.
I'm trying to not be judgmentalof myself.
Y'all know we do this, and soI'm actually kind of scared of
this moment, this cringy momentof listening to my very first
episode, but I think it's a it'sa fun exercise.
I think it's a fun exercise tolook at things that we started
and where we've come from right,and it's probably I'm probably
(04:31):
not that much better than I wasthen.
I think I'm just more confidentnow and I think that's a good
lesson for everyone listeningthat maybe you're not going to
be the best top business owner,jeff Bezos of the world, but
your purpose and your drive isthere today and it's going to be
(04:51):
the same in a few years andit's going to be really amazing
to watch your confidence growand all the people that you meet
along the way and all thelessons that you learn.
So this is very symbolic for me, but really I did it for you
Because I know that this episodehas meant so much to most
people.
And here's another fun fact itis my number one episode by
(05:15):
double the listens.
Double Because I think a lot ofyou go.
When you find a new podcast, youlisten to the very first
episode.
Now, I'm actually not thatperson.
When I listen to a new podcast,I listen to the most current
episode, and so I think it'sfunny that there's probably like
half of you that go straight tothe first episode and you need
to listen in order.
That's just your personality.
You got to go from one all theway up.
(05:36):
And then there's people like mewho are like no, I'm listening
to the current one and if I wantto skip back, I'll go backwards
Like I don't know.
I don't know what that means.
It's like people who likecilantro and don't like cilantro
.
I mean, it's just kind of oneof those things.
Right, there's like half andhalf.
So, anyways, y'all enjoy theepisode.
I hope you take it to heart andit's a good refresh, reset
(05:56):
button for all of us, and I knowit's going to help you as you
build your business dream.
Okay, enjoy, have you reallymapped out your true business
purpose?
And I have to be honest, Istarted my first business 20
years ago and I knew I alwayskind of had like a mission.
(06:17):
I never really went through atool like this and I love it.
I'm so excited.
That's why I'm sharing it withyou today, because you've got to
establish this solid foundationfor your business.
So let's get started.
Today, we're going to look atfinding your IKA guy started.
(06:39):
Today, we're going to look atfinding your ikigai, and I had
never heard of that word before,but let me say it again it's
ikigai and it's I-K-I-G-A-I, andit's a Japanese concept meaning
reason for being.
So it's you know, how you findyour true purpose, and it's
something that you discover.
It's not something that's givento you, it's something that you
discover for yourself and it isawesome.
(06:59):
It makes you sit here and layit all out.
So I will explain, and at theend of this episode, I'm going
to give you the link so you candownload your own iCooki diagram
and fill it out, and once youdo, you're not going to believe
what you're going to be able tocome up with.
You are then going to be ableto create your mission statement
, your vision statement, yourcustomer pledge, and you can lay
(07:22):
out some goals and milestones.
So it's awesome.
So those are the four pillars ofpurpose for your business your
mission, your vision, yourpromise and then your goals.
So let's discuss first why youneed to know it.
You need to know your ikigai,or your true purpose, because it
is the compass for everydecision you make in your
(07:46):
business.
So think about that If you haveit up on the wall or you have
it on your desk and you'retrying to make some crucial
business decisions about who tohire or how to handle a customer
issue or brand extension or newproducts that you want to carry
.
Does it match up and correlatewith your business true purpose?
(08:11):
Another thing is that it canhelp you when you're trying to
find your niche and, by the wayI say niche, I hear people say
niche.
I don't know what's right, butI'm going to say niche, so it
can help you be one of a kind.
For example, let's say you wantto start a cupcake shop in your
area but you've realized thatthere's 12 cupcake shops within
(08:32):
the three-mile radius and you'rethinking how am I going to
survive?
Well, if you've got your truepurpose mapped out, with your
strengths and your skills, youhave to think what could I do to
this cupcake shop to make itunique?
Could I offer cupcake delivery?
Maybe no one else does that.
(08:52):
Or could I offer a fun familynight where there's karaoke or
games, because I love karaokeand that's something that I
could incorporate into mybusiness right?
So knowing your purpose, knowingyour skills, can help you to
find your niche in themarketplace.
It can help you brand yourbusiness, which, in turn.
(09:13):
Your branding affects yourmessaging of your business, who
you're talking to and yourcolors right.
If your purpose is to be acalming force, you want calming
colors.
Right, and if your brand is tobe vibrant and fashionable and
stylish, then you might pick youknow a different set of colors
and have different types ofwording and everything that you
(09:35):
would use on your website and inprint and your ads and
everything like that.
It will also help with thelongevity of your business.
Now, a lot of people don'tthink about this because they
may be thinking right now aboutmaking money and growing it over
the next four years.
But what about 10 years downthe road?
Do you still have that samepurpose and mission?
Maybe it's evolved a little bit, and I do know and recognize
(09:58):
that your business has to beable to pivot and you can adjust
these if your business changesor if the marketplace changes.
But it does help you havelongevity and it helps you leave
a legacy, because maybe yousell the business in 10 years to
someone else and what is thelegacy that they are taking on?
Why would they want to buy yourbusiness?
Right, because you had amission, you had a promise.
(10:22):
You have a reputation, right?
What if you want to hand itdown?
Or, you know, give it to one ofyour children, right?
That's the legacy as well.
It also will help you whentimes are hard.
It will give you resiliencybecause you can have your
mission statement and yourvision and your promise and your
whole reason for being in frontof you on your desk and you say
(10:44):
you know what?
I know this totally stinks.
Right now I'm having a hardtime with my business.
I'm trying to grow, but thereis a reason why I'm doing this
and I know there's a greaterpurpose for why I have this
business.
So that, to me, is superexciting and why you need to
work on your ICA guy.
So again, it's going to giveyou your mission statement, your
vision statement, your customerpromise, and it's going to help
(11:07):
you set out your goals.
So this is what it looks likeOn the piece of paper.
There are four circles and itlooks like those Venn diagrams
from high school.
I don't know if y'all rememberthose, but there's a big circle
at the top of the page, one onthe right side, one on the left
side and one down at the bottom,and they all overlap in the
(11:28):
middle and that is your ikigai.
That's your true purpose, thatsweet spot right in the middle.
But each of those big fourcircles contains four different
things, and you're going to geton your diagram with your pencil
and your cup of coffee, by theway, or maybe you drink wine,
I'm not sure.
Either one, okay.
(11:48):
So you're going to go to thecircle that says what I love and
you are going to brain dump outall those things that you love.
So maybe let's take thatcupcake shop as an example.
So maybe you love to bake, youlove music, you love coffee, you
(12:08):
love dogs, you love wine.
So that bake shop right, itwasn't just baking, you were
going to try to.
That's kind of spoiler alerthere.
You're going to try to overlapthings that you love with things
that you can actually get paidfor, right, which may be the
baking part of it, and so you'regoing to see where those
overlap.
So it'll make sense when youhave it in front of you.
So you're going to list out allthe things that you love.
(12:30):
Then you're going to list outall the things that you're good
at.
So you got to kind of thinkabout that.
Maybe these are not yourbiggest passion-filled services
that you offer, things that youdo.
Maybe you're good at math, soyou could be good at doing books
and keeping up with thefinances.
It may not be your favoritething, but you're good at it.
(12:50):
Maybe you're good at organizingthings.
Maybe you're good at some typeof graphics or art or styling,
right.
So you're going to brain dumpout all these things that I'm
good at.
Then you're going to spell outwhat you can be paid for, and
that's here in this bottomcircle, and you'll see it.
So what are the skills thatyou've learned over the years
(13:10):
that you know are valuable tocompanies or other people that
they would pay you for?
Now, these are justoff-the-cuff examples.
But what if someone said I willliterally pay you to organize
my entire closet, okay.
So maybe you're a super goodorganizer.
I will pay you to write codefor a program that I need for my
business, so you could be paidto.
(13:32):
You know, be a code writer,okay.
Or graphic arts, or what skillsdo you have?
Can you teach people thingsYou're really good at teaching?
Or you're taking pictures.
Maybe you could be paid to dosomeone's senior pictures or
their baby pictures or whatever.
So, again, the four circles whatyou love is going to overlap
with what you're good at, whichthat one's going to then overlap
(13:55):
with what you can be paid for,and then the last circle is
going to be what the world needs, and this one is the one that I
think takes the most time tothink through, because this is
where you have to get creativeright.
What does the world need?
Do they need another cupcakeshop?
Or do they need some escape?
(14:16):
You know, to go with theirfamily or their kids on Tuesday
nights it's fun to have a familynight that they could play some
games.
So you know, what does theworld need?
Do they need healthier cupcakes?
Do they need delivery ofcupcakes?
What do people need?
More time?
We know we all need that, right, but if you just think it
through, what are the thingsthat you know in your heart?
Like moms need more helpcarpooling or organizing their
(14:41):
calendars, so you're going tobrain dump all of that, so
you're going to have those alllisted out, and then the magic
starts happening, because yousee where these are overlapping,
and where they overlap is goingto help you create, as I said,
these four main pillars ofpurpose.
(15:03):
So let me explain.
One of the overlapping areas isgoing to be called mission and
from this you're going to createyour mission statement.
Okay, it's what you love,overlapping with what the world
needs.
Okay, so, like, here's anexample of someone's mission
statement.
And, by the way, you could dothis for hours and hours and
(15:24):
hours, but if you just want ageneral overview of these
statements, you can do thisright now.
You can seriously work on thisand have this app.
But if you know if you needmore, like, really, really, you
know, insightful branding help,you can hire a specific
consultant for this kind ofthing.
But I definitely think you canget this laid out.
So your mission statement.
Here's an example.
(15:45):
Sweetgreen said to inspirehealthier communities by
connecting people to real food.
Okay, it's kind of where youreach people's hearts and minds
and how you connect them withyour services or your products.
So, again, you're going to seethe overlap.
It's going to enable you tokind of see what your mission
(16:06):
should be.
Then the next overlapping areais going to be called vocation
and this is going to help youdevelop your vision statement.
This is what impact do you wantto make on the world?
And it's where what the worldneeds and what makes you money
overlaps.
So, for example, here's an easyone.
(16:28):
This one's clear and simple.
The Alzheimer's Association,their vision, how they want to
change the world here it is Aworld without Alzheimer's
disease.
Plain and simple.
Okay, so that's your vocation.
Then your profession is wherewhat you are good at overlaps
with what makes money.
(16:48):
So this is kind of yourfinancial goals.
This is professionally whatyou're good at.
So maybe, what are yourmilestones?
Do you want to gain morecustomers this year?
Do you need to up your profits?
Do you need to maximize yourrevenue?
What are your goals?
Right?
So you can start kind ofsetting those out, because
sometimes in the beginning it'snot just oh, I've got to make X,
(17:09):
y and Z profits.
You have to know in thebeginning sometimes it's really
hard because you've got allkinds of sunk and basic costs
that have got to go into it andfixed costs.
So what are your financialgoals?
Okay, what are your milestones?
And don't be too crazy with it,right?
I don't like it when people go,oh, they're starting their
first year, I want to make, youknow, $250,000 in revenue and
(17:31):
I'm selling $20 baby gifts.
I mean, come on, that's notrealistic.
You need to have goals ofkeeping your costs down.
But growing a fan base right,and I don't just mean social
media, I mean people thatbelieve in your mission and your
vision, right, people like youwho get it.
So when you gain a following,the revenue is going to come.
(17:52):
Later You're going to see theresults of that.
So the last overlapping area isthe customer promise, which is
also called your passion.
Your passion for whateveryou're doing is basically your
pledge to the customers.
It's what you're good at,overlapping with what you love
doing.
So what kind of experience doyou want them to have?
(18:14):
And for people that you workwith or who work for you, what
is your customer pledge, youremployee pledge?
You need to have it out becausein times of maybe conflict or
you have a customer questioningsomething or you're trying to
figure out the right kind ofcustomers you should be dealing
with, what is the pledge thatyou have, the promise that you
(18:35):
have for them?
So, again, all these worksheetsare there and you can have your
own diagram, and I've alsocreated a sheet that lets you
write out your vision statementand your mission statement and
your customer pledge and yourgoals and milestones, so you can
put it out on your desk andhave it out every day, because I
know that you want to make adifference in the world.
(18:55):
I know that you want to create agreat experience for your
customers.
You are not in this to create abad experience.
You want customers to love whatyou're doing right and love
what you're providing andappreciate it.
I know that you want to makemoney and probably need to make
money.
I would assume right, or it's ahobby?
It's not a business if you'renot making money.
(19:16):
And I know that you want toknow that you're doing
meaningful work.
Yes, I knocked out the firstepisode and now today you're
going to find your businesspurpose.
It could not be a better day.
Thank you so much for listeningand being here, and you know
I'm always available to help.
This is what I want to do ishelp people get past those
(19:38):
beginning foundational steps andsetups and workflows and
processes, and I would love tohelp you.
I have a passion for smallbusinesses.
I totally do, and I know whatit's like to run your own
business while running life aswell.
Thank you so much and have agreat day.
Bye, oh, and you can catch me,too on Instagram and Facebook.
(20:01):
My handle is start withKimberly.
Speaker 1 (20:04):
Brock.
Now this episode may be over,but our relationship does not
have to end here.
Head on over to KimberlyBrockcom and, yes, you can get
more valuable information foryour journey.
And, yes, you can get morevaluable information for your
journey, and you know what.
You don't need to go throughthis alone.
I would love to help you.
(20:24):
Thank you so much and have agreat day.
Bye, now this episode may beover, but our relationship does
not have to end here.
Head on over toKimberlyBrockcom and, yes, you
can get more valuableinformation for your journey,
(20:45):
and you know what.
You don't need to go throughthis alone.
I would love to help you.
Thank you so much and have agreat day.
Bye.
Well, hello friends.
I am so excited that you arehere today.
Speaker 2 (00:13):
This is Kimberly and this is a special day.
You'll know what I'm doingtoday.
I am bringing something back,okay, I'm bringing back Episode
1.
I am playing Episode 1 todayhere on this Episode 310,
because I think it's time thatwe all step back and really look
(00:34):
at our true purpose in startingour businesses.
Whether you're in the ideastage, whether you already have
a business, it does not matter.
This is what we need right now.
We need kind of a reset buttonto go.
What is my reason for being?
What is my purpose?
There's a Japanese word that'scalled ikigai and it's spelled
(00:56):
I-K-I-G-A-I.
I've been calling it ikigai forthe past six years.
I called it ikigai on thisepisode, one that you're about
to hear.
So I say that throughout.
But here's a funny true story.
It's a fun fact.
I had a hater on YouTube sayhow can I even listen to your
episode on ikigai when you don'teven pronounce it right?
(01:17):
And I was like laughing.
I'm like, did I not pronounceit right?
And then I didn't even reallylook it up.
I was like, whatever, thatperson is just a hater, it's
IKIGAI.
Well, right now I sat down torecord this episode and I looked
up on Google pronunciation ofI-K-I-G-A-I Sure not, it says
IKIGAI.
So shout out to my haters,shout out to my haters.
(01:38):
Y'all are amazing because youmade me realize that I had been
wrong all these years.
But here's another fun fact.
I remember looking it up onGoogle before the first episode
because I was so freaked out andnervous about my first episode.
I'm like Am I even saying thisright?
And I'm about 99.99999%.
It said IKIGAI.
It did say there was a coupleof ways you could pronounce it.
(01:58):
This was at the time.
But do y'all know how far we'vecome technologically in all the
search and search results andall that, and, and the AI and
everything's more accurate now.
So I truly believe that youknow the right one has now come
to the front it's Ikigai.
So y'all can laugh with meevery time I say Ikigai in this
(02:19):
episode and in all the pastepisodes where I've talked about
it.
We can just giggle togetherit's Ikigai and the haters won.
The haters won on that.
The person was right.
It's Ikigai.
I was wrong.
I have failed as a businessowner and a podcaster.
I pronounced something wrongand my apologies to everyone.
(03:05):
No-transcript table, trying tofigure out what the heck I was
going to do with the rest of mylife because I was closing my
other businesses.
I'm like, do I go back to sales?
What am I doing?
And I really needed this.
I found it online and that'swhy I've created my own guide
and I use the kind of I use thetemplate of the diagram, but I
(03:29):
kind of zhuzhed it up and thenused my own creativity and
knowledge to create a guide tohelp you really pin down what is
your purpose in doing this.
People, we have to know this.
We have to know this.
It is so important for thesuccess of our businesses and
for our sanity.
So I hope you enjoy thisepisode.
(03:49):
You can cringe with me as welisten because, again, it's my
first episode.
I have never listened to itagain.
This is going to be the firstday that I listen to it.
I have to listen to it rightnow, in just a minute, because I
have to insert it into thisepisode and I have to edit it.
So I'm editing.
I mean I'm just like cutting it, but I do need to listen, and
(04:09):
so I'm.
I'm I have some hot tea here.
I'm trying to not be judgmentalof myself.
Y'all know we do this, and soI'm actually kind of scared of
this moment, this cringy momentof listening to my very first
episode, but I think it's a it'sa fun exercise.
I think it's a fun exercise tolook at things that we started
and where we've come from right,and it's probably I'm probably
(04:31):
not that much better than I wasthen.
I think I'm just more confidentnow and I think that's a good
lesson for everyone listeningthat maybe you're not going to
be the best top business owner,jeff Bezos of the world, but
your purpose and your drive isthere today and it's going to be
(04:51):
the same in a few years andit's going to be really amazing
to watch your confidence growand all the people that you meet
along the way and all thelessons that you learn.
So this is very symbolic for me, but really I did it for you
Because I know that this episodehas meant so much to most
people.
And here's another fun fact itis my number one episode by
(05:15):
double the listens.
Double Because I think a lot ofyou go.
When you find a new podcast, youlisten to the very first
episode.
Now, I'm actually not thatperson.
When I listen to a new podcast,I listen to the most current
episode, and so I think it'sfunny that there's probably like
half of you that go straight tothe first episode and you need
to listen in order.
That's just your personality.
You got to go from one all theway up.
(05:36):
And then there's people like mewho are like no, I'm listening
to the current one and if I wantto skip back, I'll go backwards
Like I don't know.
I don't know what that means.
It's like people who likecilantro and don't like cilantro
.
I mean, it's just kind of oneof those things.
Right, there's like half andhalf.
So, anyways, y'all enjoy theepisode.
I hope you take it to heart andit's a good refresh, reset
(05:56):
button for all of us, and I knowit's going to help you as you
build your business dream.
Okay, enjoy, have you reallymapped out your true business
purpose?
And I have to be honest, Istarted my first business 20
years ago and I knew I alwayskind of had like a mission.
(06:17):
I never really went through atool like this and I love it.
I'm so excited.
That's why I'm sharing it withyou today, because you've got to
establish this solid foundationfor your business.
So let's get started.
Today, we're going to look atfinding your IKA guy started.
(06:39):
Today, we're going to look atfinding your ikigai, and I had
never heard of that word before,but let me say it again it's
ikigai and it's I-K-I-G-A-I, andit's a Japanese concept meaning
reason for being.
So it's you know, how you findyour true purpose, and it's
something that you discover.
It's not something that's givento you, it's something that you
discover for yourself and it isawesome.
(06:59):
It makes you sit here and layit all out.
So I will explain, and at theend of this episode, I'm going
to give you the link so you candownload your own iCooki diagram
and fill it out, and once youdo, you're not going to believe
what you're going to be able tocome up with.
You are then going to be ableto create your mission statement
, your vision statement, yourcustomer pledge, and you can lay
(07:22):
out some goals and milestones.
So it's awesome.
So those are the four pillars ofpurpose for your business your
mission, your vision, yourpromise and then your goals.
So let's discuss first why youneed to know it.
You need to know your ikigai,or your true purpose, because it
is the compass for everydecision you make in your
(07:46):
business.
So think about that If you haveit up on the wall or you have
it on your desk and you'retrying to make some crucial
business decisions about who tohire or how to handle a customer
issue or brand extension or newproducts that you want to carry
.
Does it match up and correlatewith your business true purpose?
(08:11):
Another thing is that it canhelp you when you're trying to
find your niche and, by the wayI say niche, I hear people say
niche.
I don't know what's right, butI'm going to say niche, so it
can help you be one of a kind.
For example, let's say you wantto start a cupcake shop in your
area but you've realized thatthere's 12 cupcake shops within
(08:32):
the three-mile radius and you'rethinking how am I going to
survive?
Well, if you've got your truepurpose mapped out, with your
strengths and your skills, youhave to think what could I do to
this cupcake shop to make itunique?
Could I offer cupcake delivery?
Maybe no one else does that.
(08:52):
Or could I offer a fun familynight where there's karaoke or
games, because I love karaokeand that's something that I
could incorporate into mybusiness right?
So knowing your purpose, knowingyour skills, can help you to
find your niche in themarketplace.
It can help you brand yourbusiness, which, in turn.
(09:13):
Your branding affects yourmessaging of your business, who
you're talking to and yourcolors right.
If your purpose is to be acalming force, you want calming
colors.
Right, and if your brand is tobe vibrant and fashionable and
stylish, then you might pick youknow a different set of colors
and have different types ofwording and everything that you
(09:35):
would use on your website and inprint and your ads and
everything like that.
It will also help with thelongevity of your business.
Now, a lot of people don'tthink about this because they
may be thinking right now aboutmaking money and growing it over
the next four years.
But what about 10 years downthe road?
Do you still have that samepurpose and mission?
Maybe it's evolved a little bit, and I do know and recognize
(09:58):
that your business has to beable to pivot and you can adjust
these if your business changesor if the marketplace changes.
But it does help you havelongevity and it helps you leave
a legacy, because maybe yousell the business in 10 years to
someone else and what is thelegacy that they are taking on?
Why would they want to buy yourbusiness?
Right, because you had amission, you had a promise.
(10:22):
You have a reputation, right?
What if you want to hand itdown?
Or, you know, give it to one ofyour children, right?
That's the legacy as well.
It also will help you whentimes are hard.
It will give you resiliencybecause you can have your
mission statement and yourvision and your promise and your
whole reason for being in frontof you on your desk and you say
(10:44):
you know what?
I know this totally stinks.
Right now I'm having a hardtime with my business.
I'm trying to grow, but thereis a reason why I'm doing this
and I know there's a greaterpurpose for why I have this
business.
So that, to me, is superexciting and why you need to
work on your ICA guy.
So again, it's going to giveyou your mission statement, your
vision statement, your customerpromise, and it's going to help
(11:07):
you set out your goals.
So this is what it looks likeOn the piece of paper.
There are four circles and itlooks like those Venn diagrams
from high school.
I don't know if y'all rememberthose, but there's a big circle
at the top of the page, one onthe right side, one on the left
side and one down at the bottom,and they all overlap in the
(11:28):
middle and that is your ikigai.
That's your true purpose, thatsweet spot right in the middle.
But each of those big fourcircles contains four different
things, and you're going to geton your diagram with your pencil
and your cup of coffee, by theway, or maybe you drink wine,
I'm not sure.
Either one, okay.
(11:48):
So you're going to go to thecircle that says what I love and
you are going to brain dump outall those things that you love.
So maybe let's take thatcupcake shop as an example.
So maybe you love to bake, youlove music, you love coffee, you
(12:08):
love dogs, you love wine.
So that bake shop right, itwasn't just baking, you were
going to try to.
That's kind of spoiler alerthere.
You're going to try to overlapthings that you love with things
that you can actually get paidfor, right, which may be the
baking part of it, and so you'regoing to see where those
overlap.
So it'll make sense when youhave it in front of you.
So you're going to list out allthe things that you love.
(12:30):
Then you're going to list outall the things that you're good
at.
So you got to kind of thinkabout that.
Maybe these are not yourbiggest passion-filled services
that you offer, things that youdo.
Maybe you're good at math, soyou could be good at doing books
and keeping up with thefinances.
It may not be your favoritething, but you're good at it.
(12:50):
Maybe you're good at organizingthings.
Maybe you're good at some typeof graphics or art or styling,
right.
So you're going to brain dumpout all these things that I'm
good at.
Then you're going to spell outwhat you can be paid for, and
that's here in this bottomcircle, and you'll see it.
So what are the skills thatyou've learned over the years
(13:10):
that you know are valuable tocompanies or other people that
they would pay you for?
Now, these are justoff-the-cuff examples.
But what if someone said I willliterally pay you to organize
my entire closet, okay.
So maybe you're a super goodorganizer.
I will pay you to write codefor a program that I need for my
business, so you could be paidto.
(13:32):
You know, be a code writer,okay.
Or graphic arts, or what skillsdo you have?
Can you teach people thingsYou're really good at teaching?
Or you're taking pictures.
Maybe you could be paid to dosomeone's senior pictures or
their baby pictures or whatever.
So, again, the four circles whatyou love is going to overlap
with what you're good at, whichthat one's going to then overlap
(13:55):
with what you can be paid for,and then the last circle is
going to be what the world needs, and this one is the one that I
think takes the most time tothink through, because this is
where you have to get creativeright.
What does the world need?
Do they need another cupcakeshop?
Or do they need some escape?
(14:16):
You know, to go with theirfamily or their kids on Tuesday
nights it's fun to have a familynight that they could play some
games.
So you know, what does theworld need?
Do they need healthier cupcakes?
Do they need delivery ofcupcakes?
What do people need?
More time?
We know we all need that, right, but if you just think it
through, what are the thingsthat you know in your heart?
Like moms need more helpcarpooling or organizing their
(14:41):
calendars, so you're going tobrain dump all of that, so
you're going to have those alllisted out, and then the magic
starts happening, because yousee where these are overlapping,
and where they overlap is goingto help you create, as I said,
these four main pillars ofpurpose.
(15:03):
So let me explain.
One of the overlapping areas isgoing to be called mission and
from this you're going to createyour mission statement.
Okay, it's what you love,overlapping with what the world
needs.
Okay, so, like, here's anexample of someone's mission
statement.
And, by the way, you could dothis for hours and hours and
(15:24):
hours, but if you just want ageneral overview of these
statements, you can do thisright now.
You can seriously work on thisand have this app.
But if you know if you needmore, like, really, really, you
know, insightful branding help,you can hire a specific
consultant for this kind ofthing.
But I definitely think you canget this laid out.
So your mission statement.
Here's an example.
(15:45):
Sweetgreen said to inspirehealthier communities by
connecting people to real food.
Okay, it's kind of where youreach people's hearts and minds
and how you connect them withyour services or your products.
So, again, you're going to seethe overlap.
It's going to enable you tokind of see what your mission
(16:06):
should be.
Then the next overlapping areais going to be called vocation
and this is going to help youdevelop your vision statement.
This is what impact do you wantto make on the world?
And it's where what the worldneeds and what makes you money
overlaps.
So, for example, here's an easyone.
(16:28):
This one's clear and simple.
The Alzheimer's Association,their vision, how they want to
change the world here it is Aworld without Alzheimer's
disease.
Plain and simple.
Okay, so that's your vocation.
Then your profession is wherewhat you are good at overlaps
with what makes money.
(16:48):
So this is kind of yourfinancial goals.
This is professionally whatyou're good at.
So maybe, what are yourmilestones?
Do you want to gain morecustomers this year?
Do you need to up your profits?
Do you need to maximize yourrevenue?
What are your goals?
Right?
So you can start kind ofsetting those out, because
sometimes in the beginning it'snot just oh, I've got to make X,
(17:09):
y and Z profits.
You have to know in thebeginning sometimes it's really
hard because you've got allkinds of sunk and basic costs
that have got to go into it andfixed costs.
So what are your financialgoals?
Okay, what are your milestones?
And don't be too crazy with it,right?
I don't like it when people go,oh, they're starting their
first year, I want to make, youknow, $250,000 in revenue and
(17:31):
I'm selling $20 baby gifts.
I mean, come on, that's notrealistic.
You need to have goals ofkeeping your costs down.
But growing a fan base right,and I don't just mean social
media, I mean people thatbelieve in your mission and your
vision, right, people like youwho get it.
So when you gain a following,the revenue is going to come.
(17:52):
Later You're going to see theresults of that.
So the last overlapping area isthe customer promise, which is
also called your passion.
Your passion for whateveryou're doing is basically your
pledge to the customers.
It's what you're good at,overlapping with what you love
doing.
So what kind of experience doyou want them to have?
(18:14):
And for people that you workwith or who work for you, what
is your customer pledge, youremployee pledge?
You need to have it out becausein times of maybe conflict or
you have a customer questioningsomething or you're trying to
figure out the right kind ofcustomers you should be dealing
with, what is the pledge thatyou have, the promise that you
(18:35):
have for them?
So, again, all these worksheetsare there and you can have your
own diagram, and I've alsocreated a sheet that lets you
write out your vision statementand your mission statement and
your customer pledge and yourgoals and milestones, so you can
put it out on your desk andhave it out every day, because I
know that you want to make adifference in the world.
(18:55):
I know that you want to create agreat experience for your
customers.
You are not in this to create abad experience.
You want customers to love whatyou're doing right and love
what you're providing andappreciate it.
I know that you want to makemoney and probably need to make
money.
I would assume right, or it's ahobby?
It's not a business if you'renot making money.
(19:16):
And I know that you want toknow that you're doing
meaningful work.
Yes, I knocked out the firstepisode and now today you're
going to find your businesspurpose.
It could not be a better day.
Thank you so much for listeningand being here, and you know
I'm always available to help.
This is what I want to do ishelp people get past those
(19:38):
beginning foundational steps andsetups and workflows and
processes, and I would love tohelp you.
I have a passion for smallbusinesses.
I totally do, and I know whatit's like to run your own
business while running life aswell.
Thank you so much and have agreat day.
Bye, oh, and you can catch me,too on Instagram and Facebook.
(20:01):
My handle is start withKimberly.
Speaker 1 (20:04):
Brock.
Now this episode may be over,but our relationship does not
have to end here.
Head on over to KimberlyBrockcom and, yes, you can get
more valuable information foryour journey.
And, yes, you can get morevaluable information for your
journey, and you know what.
You don't need to go throughthis alone.
I would love to help you.
(20:24):
Thank you so much and have agreat day.
Bye, now this episode may beover, but our relationship does
not have to end here.
Head on over toKimberlyBrockcom and, yes, you
can get more valuableinformation for your journey,
(20:45):
and you know what.
You don't need to go throughthis alone.
I would love to help you.
Thank you so much and have agreat day.
Bye.
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