In this insightful episode, Natalie Palomino dives deep into one of the most crucial aspects of building a sustainable business: establishing and maintaining a clear, authentic WHY. Through compelling examples like J.Lo's Delola launch, Brooks Running's success, and Saltbox's innovative solution for e-commerce entrepreneurs, Natalie illustrates how purpose-driven businesses outperform those focused solely on profits. She shares practical insights on crafting an authentic WHY statement that resonates with customers, attracts aligned team members, and guides decision-making during challenging times. Drawing from her own experience as a business owner, Natalie explains how a genuine purpose creates customer loyalty, drives employee engagement, and provides the resilience needed to overcome business obstacles. Whether you're starting a new venture or looking to realign your existing business, this episode offers valuable guidance on developing a WHY that transcends surface-level motivations and creates lasting impact.Show Note Links: Tyler Scriven, Letter to Self: https://www.linkedin.com/pulse/2019-letter-self-why-i-started-saltbox-tyler-scriven/With Love, XO NatalieWeb: https://www.nataliepalomino.comInsta: @nataliepalominobeautypro

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