What if the most important question for your business's success was the one you couldn't answer? That was the reality for Peter Mercuri, a seasoned chartered accountant, when he was asked a simple question: "Why do you do what you do?" It took him two weeks to find the answer, and that process of discovery changed everything.In this deeply honest and reflective conversation, Sean Dunne sits down with Peter to explore his 15-year journey as a founder. Peter shares the raw challenges of the early days—the naivety of a 27-year-old entrepreneur, the sacrifice of not taking a salary for four years, and how the "arrogance was smashed out of him" by the realities of building a business.This episode is a masterclass in the foundational elements of a successful enterprise. Peter makes a powerful case for why creating a clear vision is not a "wishy-washy" cliché but the essential anchor for your business, and shares the profound lesson that a business plan is meaningless if you don't have a plan for your own life.What we discussed:[02:15] The "Forced" Entrepreneur: How a move back from the UK became the "push he needed" to start a business with his brother.[04:30] The Brutal Realities of Starting Out: The arrogance of a young founder and the immense, unseen challenges of infrastructure and client acquisition.[06:00] The Four-Year Grind: The personal sacrifice of not taking a salary from the business for the first four years to reinvest every dollar back into growth.[09:30] The Cliché That Isn't: Why creating a clear "Why" and "Vision" is the most important—and most difficult—thing a founder can do.[12:30] A powerful real-world example of a family business with four different visions for the future and why alignment is non-negotiable.[15:00] The CO's Core Values: Being "Humbly Confident," "Authentically Fun," and building a business on relationships, not transactions.[22:00] The Founder's Blind Spot: The critical importance of being coachable and learning not to be afraid to ask for help from the right people.[26:00] The Most Overlooked Plan: Why every entrepreneur needs a personal plan for their own life, not just a business plan.[28:30] Owning a Job vs. Owning a Business: The necessity of building your business to be "exit-ready," even if you never plan to sell.[33:00] Peter's key advice for new founders: Don't wait for perfection, surround yourself with the right people, and understand your numbers.Memorable Quotes:"It probably took me two weeks to try and actually articulate that specific answer... If I had my time again, it would be to create your 'why,' create your vision, and stick to it.""You kind of go into the office and you're like, 'Great, we're starting'... and there's so much infrastructure that needs to go into it... and then you've got to find the clients.""Don't worry about the dollars. The dollars will come... People know when you've supported them and you're doing things for the right reason.""What's the point of having a great business if on a personal level you haven't got a plan? There's no difference.""One of my clients said it once, which was the best thing I've ever heard: 'The best part is, we'll grow old together.'"Resources Mentioned:The CO Accountants & Business Advisors: theco.com.auConnect with Our Guest:Connect with Peter Mercuri on LinkedIn: https://au.linkedin.com/in/peter-mercuri-58a42613Connect with the Host, Sean Dunne:Website: https://dominiumcapital.com.au/LinkedIn: https://au.linkedin.com/in/sean-dunne-76067429Thank you for tuning in to Orig

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