Read this if you’re confused about what kind of business to start (Etsy, digital products, content creation, etc.)

Starting a business is awesome, but the first thing, which is sometimes a real headache, is to decide what exactly you’re going to do.

I’ve found that starting a business often encompasses two dimensions. (Read through it first, and then tell me if you agree or disagree with my thinking.)

The first dimension is about making money. It’s the practical side.

When I first started in 2018, I was just looking for something that felt realistic and that would bring in some money—and maybe even lead to me quitting my 9-to-5 job.

What made the most sense to me at the time was to learn calligraphy and then sell $5 greeting cards.

Long story short, I then started to teach calligraphy workshops and quit my job in 2019.

When I started my calligraphy business, I was mainly focused on seeing if I could make money somehow. I wasn’t sure if it would be something I’d stick with long-term, but it was a way to test the waters and see if I could make it work.

Honestly, there’s nothing wrong with starting here. Sometimes, you need to take that first step to build confidence and prove to yourself that you can do it.

It also helped me get over things like imposter syndrome. At the time, I wanted to write and create content, but it felt too intimidating, so I went for something that felt easier.

Sometimes, we tend to overcomplicate things.

For me, it was as simple as deciding to start with selling a $5 greeting card and then going from there.

The second dimension is about alignment.

This is where you find a business that resonates with your passions, values, and what you genuinely want to bring into the world.

Over the years, I explored many things like coaching, making courses, content creation, selling digital products on Etsy, working with brands on sponsored content, and UGC.

But over time, I realized that what I love most is creating, writing, and sharing. I can definitely do all the other things too—and do them well—but these are the things that light me up the most.

So right now, I’m focusing on doing more of what excites me and incorporating these elements into my current business.

If you don’t focus on this second dimension, you might find yourself unfulfilled in the long run, even if you’re making money.

This is something I really struggled with, and even six years into doing all this, I’ve only recently solidified what I want to do.

Calligraphy was a great start, but I knew there was more for me.

I realized that I didn’t just want to make money—I wanted to do something that felt aligned with who I am and what I love.

By the way, while I’m talking about these two dimensions, I don’t mean that one needs to come first. The “alignment” dimension can totally come first, and then you can figure out the “money-making” aspect later.

For me, starting with the money-making dimension was important to keep me motivated, but others might find it useful to start with what truly resonates with them.

Maybe "dimensions" isn’t quite right either. If you have suggestions for a better term, let me know in the comments!

By the way, if you’re starting a business and feeling lost on where to begin, I have a bunch of free guides and resources you can access right here. It’s my business starter pack, which includes a business plan template, a Start Your Etsy checklist, a UGC guide, and a YouTube channel guide.

How to Discover What Aligns With You

If you’re not sure what aligns with you, don’t worry. It takes time.

Heck, it took me six years to figure it out for myself. Here are a few things that helped me:

1. Journaling and meditating

I’ve been journaling since I was 10, and I’ve been meditating for the last five years. Both of these activities help me get into a relaxed state, get my mind off things, and brainstorm what I want in my future. Here are some journaling prompts or things to think about while meditating:

• If I had all the money in the world, what would I be doing with my days?

• What have I enjoyed doing the most this past year, and why did it make me feel good?

• If I didn’t care what others thought, what would I pursue?

• Is there something I’ve always wanted to do but haven’t yet?

2. Reflecting on what you’re good at naturally

I spent a lot of time reflecting on what I genuinely enjoy and what I’m actually good at.

The book that really got me thinking about all of this is P.S. You’re a Genius by Kelly Trach: my favourite exercise from that book was when it asked me to think about what I loved to do as a kid or teenager.

And for me, that was blogging. Then it all clicked.

In the past, I would write and share for the fun of it. So perhaps right now this should be part of what I do full-time for money?

3. Looking at the people you admire

I found it really helpful to think about the people I admire. For me, it’s always been YouTubers and authors who create and share their stories. The people we admire can show us something about what we desire for ourselves.

For example, I loved that YouTubers and bloggers had a platform where they could share freely—I secretly wanted that but was too scared to do it. I thought authors were super cool because they shared knowledge and helped people educate themselves on different subjects.

For you, it might be athletes, a mentor, or a podcaster. Think about who you find super cool and why—what do they do that resonates with you? It could be a clue to what you want to do too.

4. Get some external feedback

While soul-searching is mostly an introspective journey, it helps to talk to others.

Sometimes, people can see strengths in us that we might not notice ourselves. I reached out to friends, subscribers, and those who knew me well and asked them about my superpowers.

They pointed out things like my self-discipline, relatability, authenticity, and my willingness to share openly and document my journey transparently.

5. The Ikigai Method

This Japanese concept, which means “reason for being,” was another tool I used.

One of my previous business mentors told me about it. It’s about finding the intersection of what you love, what you’re good at, what the world needs, and what you can be paid for. When I first did this exercise, it helped me brainstorm ideas that felt truly aligned with me (show screenshot).

Now, I can proudly say I’m actually mostly operating from the center of these four things.

6. Consider the lifestyle

I also thought a lot about the lifestyle that comes with different types of businesses.

Did I want to be in meetings or on calls all day? Did I prefer working alone, or did I enjoy collaborating with others?

I knew I wanted something that was mainly online so that I could have the freedom to travel.

Last year, I spent seven months digital nomading around Southeast Asia and China, which was possible because of the choices I made.

Your business is a reflection of you.

For me, it took six years of trying different things—calligraphy, coaching, content creation—to discover what truly lights me up. And then I figured out that my passion lies in creating, writing, and sharing.

The journey wasn’t always straightforward. I stumbled and pivoted quite a bit, but each step brought me closer to what feels aligned with my true self.

Now, I focus on what excites me and brings me joy, knowing that when I do what I love, everything falls into place.

So, what about you?

Finding the right business path isn't just about making money; it’s about aligning with your true self. You don’t necessarily need to start with doing your ultimate passion, but I’d say that’s a pretty good long-term goal to keep in mind.

Your business is a reflection of who you are and what you genuinely care about.

As Simon Sinek says, START WITH WHY. I really believe that, or else you’re going to be sidetracked all the time with things that don’t matter.

Don’t chase the latest trend.

Don’t do it just for the money (at least not in the long term; short-term is okay).

Do what inspires you.

Do what the world needs.

Do YOU.

P.S. If you’re just getting started with your business and feeling a bit lost, don’t worry—I got you! I’ve put together a free business starter pack with guides and resources to help you out. Inside, you’ll find a business plan template, a Start Your Etsy checklist, a UGC guide, and a YouTube channel guide. You can get it right here.