Your Why Called - It Wants to Know Where You’ve Been

I started my business for many reasons. But lately, I've been asking myself: am I still staying true to those reasons? While I would love to say I’ve always had a burning desire to be an entrepreneur, that’s simply not my story. My journey has been more of a winding path, full of discovery, and shaped by my natural tendencies and professional experiences.

I’ve taken countless behavioral assessments (some of which I’m certified in), and they all say the same thing: I’m an ‘achiever, ace, manifesting generator, lone wolf, 3, high in drive,’ etc. Yet, even with these labels, I always found myself wondering why people in corporate environments were often rubbed the wrong way by my insatiable desire to improve processes, build, expand, learn, and share.

My drive was often mistaken for arrogance. My confidence was misunderstood as a desire to be front and center, to make everything about me. In reality, I just wanted to help. When I saw a business or colleague struggling or missing a key link, my instinct was to jump in and fix it. But instead of being welcomed, my offers were sometimes met with resistance or offense.

Last fall, I had the opportunity to attend the Main Street Summit, surrounded by some of the brightest and best. It was the second time I'd attended (and won't be my last - I'd love to meet up with you there in November of 2025). It's a chance to absorb, learn, collaborate, and grow. As a small business owner, I work in, on, and around my business day in and day out. While I consider myself someone who reflects often, I rarely find the space to do so - client meetings, prospect calls, and tasks tend to take over.

So today, I’m reminding myself (and hopefully you) to pause and reflect on the choices we’ve made. We all chose our current roles, businesses, partners, or even where we live for a reason. But does that reason still hold true? Are we still aligning our actions with our original “why”?

Here’s why I started Salt & Light Advisors, my fractional HR firm:

1. Filling the HR Gap for Small and Mid-Sized Businesses As a COO at an insurance brokerage, I heard clients asking my team HR questions every day. The problem was, my team wasn’t equipped to answer those questions, and we had no solid referral partner. Small and mid-sized businesses desperately need strategic HR support, but they often don’t have it.
2. Challenging HR Misconceptions There’s a misconception about what an HR professional should look like, feel like, and act like - and what’s truly needed for a business to thrive. You wouldn’t start a business without a finance or payroll person, so why would you think HR can be handled from the corner of your desk? Many business owners believe HR is a secondary task—something to delegate to someone unqualified. That’s simply wrong. And I’ve made it my mission to prove how vital skilled HR is to a successful business (by getting results for the CEOs we work with).
3. Creating a Fit for My Unique Work Style I thrive on work. I love it. I learn fast, implement changes quickly, and accomplish things at a pace that most people find exhausting. In a corporate setting, that energy never quite fit. I often felt undervalued, misunderstood, and out of place. But as a business owner, I’ve found my perfect fit. This life was made for me.
4. Taking Control of My Worth Like many women, I’ve spent two decades earning 83 cents for every dollar my male counterparts make. I’m done waiting for someone to recognize my worth or waiting for a 4% raise as a “top performer.” I decided to create my own path - one where I can excel professionally while being a balanced wife, mom, daughter, and friend. Through Salt & Light, I’m creating a space where others can bring their quirky, driven selves and feel truly seen, valued, and appreciated.

So, I encourage you to take a moment today to pause and reflect. Why did you make the choices you did? Does your “why” still resonate? If you’ve strayed from it, this is the perfect time to realign yourself. Rally your team, write down your goals, and prepare to crush them. That’s exactly what I’m doing.

And if any of this resonates with you, I’d love to work together. My best clients are business owners who are driven and see no ceiling to their growth opportunities. But more than that, I hope you take a few minutes to reconnect with your purpose and make sure you’re still moving toward it. Let’s stand strong in ourselves and our choices and truly thrive.

And if you know me, I'm always connecting back to the data. Here are three data-driven reasons why focusing on your "why" is critical for business owners and leaders:

1. Companies with a Clear Purpose Outperform Competitors

A Deloitte study found that purpose-driven companies report 30% higher levels of innovation, and 40% higher retention rates compared to those without a clear mission. Employees and leaders who connect with their "why" are more engaged, creative, and committed to long-term success.

2. Businesses with Strong Purpose See Higher Revenue Growth

A Harvard Business Review study showed that companies with a strong sense of purpose experience higher annual growth rates (10%+) compared to those that operate purely for profit (average growth of 2-3%). A compelling "why" not only attracts the right customers but also fuels long-term sustainability.

3. Purpose-Driven Leaders Create More Resilient Teams

Research by McKinsey & Company indicates that 70% of employees say their sense of purpose is largely defined by their work, and when leaders clearly communicate their mission, employees are 4x more likely to be engaged and less likely to experience burnout.

Rooting for you always.