Oops… I forgot to schedule this letter for this morning. So here’s a nice lil evening change-up.

Chad (my dealer-car dealer), an unassuming man, pulled the big black truck up my steep driveway, popped out and said, "This thing has more power than your Wagoneer."

My ears perked with interest.. "Really?"

"Yeah, it's 3.6 liter, 305 horsepower." It's a beast (He took my Wagon to the shop, and I'm thinking about swapping it out for the Ram).

This Ram has the power and drive to pull just about anything you want: boats, dogs, kids, and heavy trailers loaded with all sorts of things- you name it: correction or haul. I don't suggest or endorse pulling kids or dogs.

As I stood there looking at that powerful engine, something clicked for me. I'm in the middle of rethinking everything about how I approach business and purpose—and this truck became the perfect metaphor for what I'm discovering.

Like that big ol’ Ram needs the engine to carry, so does your business.

What’s the engine behind what you’re doing?

(Just about) Everything in your business requires energy.

If you want to launch, optimize, validate or grow something, it requires energy.

The reason we get tired or drained is the usage of energy. The opposite is true as well, the reason we get charged is- you guessed it, energy.

Feel tired? Feel Exhausted? Feel Stuck or stagnant?

Understanding WHY you're doing what you're doing and the why reveals the drive.

My previous why was mainly to make as much money as I could. That drove too much of my decision-making, how I operated and my pace of business. That led to increasing velocity with a misaligned purpose—recipe for disaster.

The more I discover who I am, the simpler things become.

1. I feel less of a need to impress

2. I feel less of a need to hoard money

3. I feel less "behind" everybody else

4. I feel more meaning behind the work

5. I feel more aligned

It almost feels like I've discovered a secret not many others know. Why do I say that? I'm not chasing something that could ultimately harm myself or others.

Discovering this "secret" requires a rather tricky process.

You have to listen, and uncovering what I'm about to share takes time.

You have to listen to yourself, your life, your soul in the most raw and authentic way, and it takes time to unwind all the nonsense to discover why we're here.

HOWEVER, when you do it, it's FREEDOM and TORQUE (like that 3.6, 305), but for your life and business.

The notion of competition and comparison dries up when you tap into this. Here's why: Your mission is Your uniqueness. And Mission informs your decision-making.

I'm working on this framework for myself (and my clients). This is a starting point, whether I’m helping them rebuild their whole growth strategy or just changing something in marketing. It's the tipping point.

Based on my journey, I'm developing a framework to help you discover your driving force.

Discover Your Core Mission: The 6-Step Framework (Essentials Version)

Note: This is a work in progress. I'd love to hear your feedback. ;)

If you're stuck, disconnected, spinning your wheels or don't know what to do next. Let's talk about this. This is a first step to moving out of fogginess.

Step One: Your Natural Role (What You Love)

Begin by identifying how you instinctively operate in the world and what activities energize you.

Ask yourself: When I'm at my best, what role do I naturally play? What work makes me lose track of time?

Example: "I'm a strategic simplifier who loves breaking down complex problems into manageable steps."

Step Two: Your Ideal Audience (What the World Needs)

A meaningful mission serves others by addressing genuine needs. Who faces challenges you feel called to solve?

Ask yourself: What problems do I see that need solving? Whose pain points do I deeply understand?

Example: "I serve small business owners overwhelmed by marketing decisions."

Step Three: Your Distinct Value (What You're Good At)

Identify the intersection of your natural talents and developed skills that create your unique contribution.

Ask yourself: What skills come effortlessly to me? What expertise have I developed that others recognize?

Example: "I bring marketing expertise with a talent for distilling complex strategies into simple steps."

Step Four: Your Sustainable Path (What You Can Be Paid For)

Ensure your mission creates value that can sustain you financially while making an impact.

Ask yourself: How can I structure this work to be financially sustainable? What specific value do people willingly pay for?

Example: "I create clear marketing roadmaps that increase revenue—value worth investing in."

Step Five: Your Deeper Motivation (Your Purpose)

Connect to the core values and beliefs at the center of your ikigai that will sustain your commitment.

Ask yourself: What outcome matters so much that I'd pursue it regardless of recognition? What legacy do I want to create?

Example: "I'm driven by seeing small businesses strengthen local communities."

Step Six: Your Mission Statement

Now weave these elements into a concise, memorable statement that captures your ikigai.

Template: "I help [audience] [achieve outcome] through [your unique approach] because [deeper purpose]."

Complete Example: "I help overwhelmed small business owners attract consistent customers through simple marketing plans because thriving local businesses build stronger communities."

The Alignment Check:

• Is your statement clear enough to explain in seconds?

• Specific enough to differentiate you?

• Memorable enough that you and others can easily recall it?

• Does it ring true when you say it aloud?

• Does it give you a sense of excitement and energy?

If yes, you're on your way. If not, there's more to uncover—and that's okay. This is a work in progress, not fixed in stone. Your mission can evolve as you do.

With your mission as your engine, you'll have the necessary torque to drive your business wherever it needs to go.

This is important because it creates alignment with WHO you are if you operate from authenticity, which creates longevity, joy, freedom, and provision.

As this is a work in progress, I want your thoughts if you go through it. Hit that poll or drop me a reply.

C