Every morning, I kick off the day with a little exercise. Then I go on with my morning routine and read. On the days I get sucked up with World-news – I know, big no –  it gets gloomy. I think you know what I mean. So, another exercise comes in handy,  the kind that reminds me why I bother doing anything at all. I reflect on my Ikigai. A Japanese concept that boils down to your “reason for being.” It’s like a purpose Venn diagram where the circles are:

• What I love: For me, it’s digging into personal and human development. Psychology, philosophy, all the messy “why do we do what we do” questions.
• What I’m good at: Business Development. Turning chaos into clarity. I can break down tangled problems into something manageable.
• What the world needs: Simpler solutions. Seriously, can we just stop overcomplicating?
• What I can get paid for: Delivering those solutions. A combination of business and personal development. People actually value clarity. Who knew?

It’s not rocket science, but this little exercise keeps me grounded. It connects the grind of daily tasks with a bigger picture, reminding me that even the mundane has meaning if it fits into my purpose. And trust me, as an entrepreneur, you’re going to need that kind of grounding. Especially when the noise from other people threatens to drown out your own voice.

Let’s break it down. Ikigai is where your passion, skills, values, and the needs of the world overlap. It’s not just a career move or a self-help gimmick. It’s about figuring out what makes life worth living. The concept comes from Japan, particularly Okinawa. People there not only live ridiculously long lives but actually enjoy them. Their secret? They know their purpose.

It’s not some grandiose, “change the world” kind of thing, either. For some, it’s creating art. For others, it’s mentoring kids or making the best soba noodles anyone’s ever tasted. The point is, Ikigai is personal. It’s what makes your life feel meaningful.

Why You Should Care About Ikigai?

If you’re building something (a company, a product, or just a version of yourself that doesn’t cringe at email notifications filled with dark World-News) you need to know why you’re doing it. Without that “why,” every setback feels like a personal failure. With Ikigai, setbacks become part of the story.

Let’s say you’re an eco-conscious designer. Your Ikigai is blending sustainability with beauty. Even when your first prototypes flop or investors tell you to “pivot,” you’re not derailed. You’re still working toward something that matters. Which makes the grind worth it.

Here’s the thing about Ikigai. The moment you find it, people are going to have opinions. Lots of opinions. This is where The Courage to Be Disliked comes in handy. Written by Dr. Ichiro Kishimi and Fumitake Koga .The book takes Alfred Adler’s psychological theories and translates them into one bold message: stop living for approval.

It’s not about being a jerk or ignoring feedback. It’s about understanding that you can’t make everyone happy. You shouldn’t try. Adler’s philosophy is clear: most of our problems come from relationships. Specifically from worrying too much about what other people think. For entrepreneurs, this fear can paralyze decision-making. It makes you second-guess your vision, and generally make life miserable.

When I started focusing on combining business and personal development, that is business development with psychology driven consultations people were quick to chime in: “That’s strange.” “Is there even a market for this?” “Why not just do something safer?” At first, their voices were loud. But The Courage to Be Disliked taught me how to separate their tasks (their opinions) from mine (my purpose).

• Your task: To make decisions that align with your Ikigai.
• Their task: To have opinions you don’t have to carry around like a backpack full of rocks.

Once you find your Ikigai and stop living for applause, something magical happens. You get clearer, bolder, and surprisingly less stressed. But this isn’t just about personal growth. It’s about how you lead your team, run your business, and even shape your life.

Knowing your Ikigai is like having a north star. You don’t have to know exactly how to get there. But, you’ll always have a direction. And when people try to nudge you off course, you can confidently say, “Thanks, but no thanks.”

When you’re clear on your purpose, it’s contagious. Your team starts to feel it. Your customers start to notice it. You create a ripple effect where everyone around you feels more connected to what they’re doing because you’re showing them it’s possible. Imagine running a company that builds sustainable packaging. Your team isn’t just making boxes. They’re part of a mission to reduce waste and make a positive impact. That kind of clarity makes the late nights and tough calls easier to handle. For everyone involved.

Finding your Ikigai isn’t some mystical epiphany. It’s a process. A mix of reflection, experimentation, and probably a few failed attempts. Start by asking yourself these questions:

• What gets you excited to wake up in the morning?
• What do people come to you for advice about?
• What’s a problem in the world that makes you think, “Someone should fix this”?

Once you’ve got a sense of your Ikigai, the next step is defending it. Here’s where the courage part kicks in. You’ll need to remind yourself daily that your path doesn’t have to make sense to anyone else. And when criticism comes, and it will: let it roll off. Remember, you’re not here to please everyone. You’re here to live your purpose.

Ikigai and The Courage to Be Disliked aren’t just feel-good philosophies. They’re survival tools for navigating life and business. They help you find clarity when things get messy, confidence when the critics get loud, and meaning when the grind feels endless.

So, if you’re feeling stuck, overwhelmed, or just unsure of why you’re doing what you’re doing, start here. Map out your Ikigai. Decide what matters to you. Then build the courage to stick to it, even when it feels like the world’s telling you you’re wrong.

Because here’s the truth: when you’re aligned with your purpose, the noise fades, the path clears, and the work starts to feel a whole lot more like living.

Takeaways:

• Reflect Deeply to Find Your Ikigai: Take time away from the daily grind to explore what drives you at a fundamental level. Use the ikigai framework to identify not only what you’re good at or passionate about, but also how these elements intersect with what the world needs and is willing to pay for.
• Set Boundaries and Cultivate Courage: Once you have clarity on your ikigai, establish firm boundaries to protect it. Recognize that others may not understand your path, and that’s okay. Courageously follow through with decisions that honor your purpose, even when it’s challenging.
• Embrace Continuous Re-Evaluation: Just as market conditions change, so too can your ikigai evolve over time. Regularly revisit your core motivations and be willing to adapt while remaining true to the essence of what fulfills you.
• Develop Resilience Against Criticism: When pursuing a path aligned with your, it’s inevitable that some will criticize or attempt to dissuade you. Use the principles from The Courage to Be Disliked to fortify yourself against external pressures. Learn to distinguish constructive feedback from baseless negativity.