104 - The importance of your why and it's not just so you don't quit your business

The importance of your why is often spoken about in motivational circles.  Usually the reason they give is that you can use a strong why to keep you going when you are tempted to quit.  But what they are talking about is the big quit - the moment of thinking "this isn't for me. It's too hard".  And that is valid - because we do tend to start questioning it when it does get hard. Last week I shared on the podcast how I briefly considered burning it all down and starting over - I think this is normal every once in a while - but it is rare.  But actually for me, my clients - who are typically these kind of ambitious, Type A, driven, motivated high-achieving women, it is not that that is the problem. They can do hard. It's not that they are necessarily tempted by the big quit.  It's the little quits that are the problem. The little quits on the day-to-day decisions and operations that make all the difference to them having a business that they originally wanted - and those little quits come from them not remembering their why - why they wanted a business in the first place.  Listen on to find out more.