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The Art of Purpose: Japan’s Philosophy of Ikigai for New Business Consultants

When life takes an unexpected turn — a redundancy, a career shift, or the decision to finally “go it alone” — it can feel daunting. But it can also be the perfect moment to ask the most important question of your working life:

“What am I here to do?”

The Japanese philosophy of Ikigai offers a powerful framework for finding that answer. At its core, Ikigai is about living and working with purpose — aligning what you love, what you’re good at, what the world needs, and what you can be paid for.

Why Ikigai Matters When You’re Starting Out as a Consultant

Too many people spend decades in jobs they don’t enjoy. They’ve got skills, insights, and life experience that could change lives — yet they’re applying them to work that leaves them uninspired.

When you step into consulting, the trap is to simply replicate your old job as a freelancer. But that’s not why you took the leap. You want freedom, fulfilment, and a business that makes a difference — for your clients and for you.

Ikigai helps you find that sweet spot.

The Four Circles of Ikigai

  1. What you love – The work that energises you, that you could talk about for hours.

  2. What you are good at – Your professional strengths, honed through years of experience.

  3. What the world needs – Problems that genuinely need solving.

  4. What you can be paid for – Where your expertise has tangible market value.

Where these circles overlap is where you’ll find your ideal consulting niche.

Turning Untapped Value into a Business

You’ve spent years solving problems, managing teams, delivering results — often in ways you take for granted. But to your future clients, this experience is gold. Your challenge is to package it into a value proposition that solves a specific problem for a specific audience.

This is where passion meets economics. You might love doing something, but for it to sustain you financially, it must also deliver measurable value to your clients.

Steps to Start Your Ikigai Journey

  • Reflect honestly on your career highlights and skills.

  • Identify the problems you’ve solved that had the biggest impact.

  • Talk to people in your network about their current challenges.

  • Look for intersections between what excites you and what others will pay for.

Your Ikigai won’t just give you a profitable business — it will give you a reason to get up in the morning with energy and purpose.

If you would like to discuss your purpose and marketing, click here.

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Steve Rees
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