In Chapter 5 of Company of One, author Paul Jarvis emphasizes the importance of identifying your why and your deeper purpose in business. This chapter challenges the popular entrepreneurial advice of simply “following your passion” and instead urges a more grounded, purpose-driven approach to building and sustaining a company. Jarvis argues that knowing your purpose, both as an individual and as a company, “is the lens through which you filter all your business decisions” (p. 79). Without it, businesses risk chasing fleeting trends, short-term satisfaction, and losing direction.

One of the core messages of this chapter is that discovering your why takes intentional reflection and deliberate effort, and that many benefits will be realized if you take the time to identify and define your purpose (p. 79). According to a study by Kotter and Heskett, companies that are driven by their purpose and values “outperform their counterparts in stock price by a factor of 12” (De Civita, 2020). This staggering statistic shows that identifying a clear purpose is not just a feel-good exercise, but that it has tangible, long-term financial benefits. Businesses rooted in purpose also tend to be more resilient, consistent, and meaningful in how they operate and serve their customers. These companies are not just chasing profits; they are focused on creating real value, which in turn builds trust, loyalty, and growth.

Although entrepreneurs often use ‘purpose’ and ‘passion’ interchangeably, Jarvis spends a considerable amount of time distinguishing between the two. The difference between purpose and passion is an important distinction to understand because in today’s culture, people are often told to “do what you love” or “follow your passion.” However, Jarvis argues that this is poor business advice (p. 82). Passion is a fleeting emotion, and is something that can burn bright and fast but also fizzle out just as quickly. He explains that passion is inherently self-centered, causing individuals to focus on what they can get from the world, rather than what they can give to it (p. 82). A passion mindset can lead to dissatisfaction and restlessness because once the emotional high of “feeling passionate” fades, it is easy to abandon the work and move on to the next shiny object.

Jarvis instead promotes the idea of engaging work. He defines engaging work as having these four key elements (p. 83):

1. Clearly defined tasks and assignments
2. Tasks that are aligned with your strengths
3. Constructive feedback on your performance
4. Autonomy in how you operate and carry out your work

Jarvis argues that when we find work that is meaningful and challenging, we naturally become passionate about it over time (p. 82). In other words, passion should be the result of doing good, engaging work, not the starting point. This mindset shift encourages perseverance, long-term thinking, and a greater sense of contribution. It is not about what excites you in the moment, but what sustains your interest and commitment over the long haul.

Understanding your purpose gives your business a stable foundation and allows you to create an engaging work environment for you and your employees. It guides product development, marketing, customer relationships, hiring, and even the kinds of partnerships you pursue. A company built on purpose is better equipped to weather challenges and navigate changes because it knows what it stands for and why it exists. It is this clarity that separates businesses that endure from those that quickly rise and fall.

In summary, Chapter 5 of Company of One pushes readers to move beyond superficial excitement and instead root themselves in thoughtful purpose. Passion may get your foot in the door, but purpose is what will keep you there. By aligning your mindset with your why, you build not only a stronger business but a more fulfilling and resilient life.

I would love to hear your thoughts…

• Have you ever taken the time to define your personal or professional why? If so, how has it influenced your decisions or career path?
• Can you think of a time when passion led you into something that ultimately did not satisfy you long-term?
• Do you agree with Jarvis that passion is self-centered and fleeting, or do you believe it can be a viable foundation for a career?
• Regarding the four components of engaging work, have you ever worked in an environment that included one, two, three, or all four? If so, how did that impact your satisfaction and performance?

Reflecting on my own experience, I once worked for an organization that offered some of the elements of engaging work, specifically #2 (I was doing work that aligned with my strengths) and #3 (I received performance feedback, though not always constructively). However, the work lacked clear expectations. The goalposts for success constantly moved, and I was frequently told to simply do “more” or “better” without specific guidance. There was also no room for autonomy. Every decision had to be approved, and creativity was stifled. Despite using my skills every day, I found it incredibly hard to feel fulfilled or motivated to do the work and tasks that I excelled at and enjoyed. That experience showed me that it is important to have all four components of engaging work, not just a few.

References

De Civita, M. (2020). Why Purpose-Driven Organizations Matter In Our World Today. Retrieved from Forbes: https://www.forbes.com/councils/forbescoachescouncil/2020/02/18/why-purpose-driven-organizations-matter-in-our-world-today/

Jarvis, P. (2019). Company of One: Why staying small is the next big thing for business. New York: Harper Collins Publishers.