How to build purpose into your start-up: Lessons from Simon Squibb

What drives an entrepreneur to keep going when the odds are stacked against them? For Simon Squibb, well-known entrepreneur and founder of The Purposeful Project, the answer is simple: purpose.

In his talk at Enterprise Nation's Start Up Show, Simon shared raw, energetic and refreshingly honest insights into how to build real purpose into your start-up – and why doing so might just be the secret to both happiness and success.

Purpose isn't "woo-woo" – it's practical

At first glance, "finding your purpose" can sound like a vague or spiritual concept. Simon acknowledges that.

But, as he explains, purpose is actually incredibly tangible. It's about knowing why you're doing what you're doing.

For entrepreneurs, that "why" becomes the foundation of your business. Simon breaks the journey into two essential stages:

1. Be selfish first: Cover your basic needs – food, shelter, financial stability. Until you do, your mind can't focus on anything deeper.

2. Then be selfless: Once your bucket is full, help others fill theirs. "How can I help my tribe?" should be the next question you ask.

As Simon says:

"A house won't make you happy. That isn't a purpose. A purpose is helping other people – solving a problem that matters."

Don't wait for purpose – build into it

According to Simon, some people are born knowing their purpose, but most build into it over time. The trick is to get started – anywhere.

His own journey began when he was 15 and homeless, with no support and no safety net. His first business was a gardening company he had no clue how to run.

But necessity turned his want into a need. That shift is powerful.

"You can trick your brain into thinking something is a need. And when purpose becomes a need, you will make it work."

Read more:

• Simon Squibb on homelessness at 15, retirement at 40 and his post-COVID enlightenment

Want to find your purpose?

"You might already be doing your purpose – just three percent off," Simon explains. Here are some of his practical strategies for discovering your own purpose:

• Look inward: Close your eyes and ask yourself, "What do I feel called to do?" Don't expect instant clarity – just start the conversation.

• Look backward: Reflect on your life story. What problems did you face? What would you change for other people?

• Look around: Work with people who do have purpose. Their energy is contagious – and if you support their mission, you may discover yours.

• Start anything: Even if you don't know your purpose yet, taking action – like starting a business – can reveal it over time.

VIDEO: What's your dream?

Key insights from Simon on entrepreneurship, education and funding dreams – debunking myths and inspiring impact-driven success:

Make "want" into "need"

A recurring theme was the idea that truly successful entrepreneurs don't just want their dreams – they need them. That urgency creates resilience.

One way to hack this is by setting high emotional stakes for your goals. Another is surrounding yourself with people who stretch your thinking and support your growth. And if you're feeling alone on the journey?

"You don't need to be lonely. Join communities. Find your tribe. But sometimes, being alone is necessary to break away from the wrong people."

Forget give and take – try "give without take"

A powerful mindset shift Simon advocates for is ditching the transactional nature of success. Instead, give generously without expecting anything in return.

He's helped tens of thousands of people for free, without asking for payment – except once, and only because he believed the person could go on to help others.

He explains:

"When you help without expectation, you sleep better. You feel happier. It's what we're built for."

Hack luck and redefine success

One of Simon's most controversial – but compelling – statements is that luck is hackable. In his words:

• take more risks – it increases your chances of serendipity

• know your destination – purpose acts like a compass

• persist – but stop doing what doesn't align with your purpose

He challenges the myth that hard work alone creates success. Instead, he emphasises perspective, aligned action and smart risk-taking.

"The harder you work does not make you luckier. The more risk you take, the luckier you get."

The real question: What problem do you want to solve?

Simon ended on a powerful note about education and ambition. Instead of asking kids what they want to be, we should be asking them what problems they want to solve.

That's the purpose-driven question. And when you can answer it, you don't need just one career path – you can follow your purpose through many.

VIDEO: Watch the full recording of Simon's inspiring talk at Start Up Show:

Final words: Enough is enough

Simon also reminds entrepreneurs to know what "enough" looks like for them. Not in terms of ambition, but lifestyle.

Don't chase empty goals or Instagram-fuelled fantasies. Focus on what matters to you, and don't let society's expectations hijack your journey. He says: "The purpose of life is a life with purpose."

Simon's key takeaways

• Cover your basics, then focus outward.

• Purpose doesn't have to come first – it can evolve through action.

• Surround yourself with purposeful people.

• Take risks. Let go of what doesn't serve your mission.

• Give without expectation – start a kindness chain reaction.

• Redefine success on your terms.

Relevant resources

• How to create a business purpose as a call to action

• Lunch and Learn: How to find your why