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Carmel Khalilian on Finding Your Purpose

In business, we often concentrate on the what and how of an enterprise. Of course these are essential factors, but we must be mindful of not leaving a crucial question unexplored. As an Architect, Urbanist and Entrepreneur, I’ve found that considering why is not just an intellectual pursuit; it’s the beating heart of an organisation, the driving force behind its journey and, as a result, I have made it central to my practice.

Reflecting on my career, I see that my more noteworthy achievements have sprung from a deep understanding of my why. My journey began at a local architecture and development firm. I unearthed a passion for collaborative design and communication across diverse stakeholders – from on-site builders to in-office engineers, and from clients to the broader community. This collaborative approach defined how I wished to work, but uncovering why I was doing it was vital.

As time went on at the development firm, I started to observe a stark contrast between the enthusiasm felt by clients and developers and the frustration felt by the communities they impacted. I realised that if one designs for people, one must place their diverse needs at the heart of the project. Bingo; I had found my why.

With my why defined, I embarked on a mission of connecting people with their built and natural environments – to balance the need for profitability with the needs of those using the spaces we develop. That mission led me to further my specialisms in urban development and planning at University College London and, ultimately, to set up my own business.

Since venturing into entrepreneurship, I have spearheaded diverse projects, championed city-wide agendas, engaged in participatory master planning, and co-designed concepts for various spaces. Alongside these endeavours, I continually revisit and reinforce my vision for why I do what I do, striving to contribute to transforming city planning alongside a network of like-minded individuals.

I have found my why, now it’s your turn. I have written a guide through the process of discovering your business’s purpose. I appreciate not all of these points will relate to your own business, but I hope it gives you some food for thought.

  • Turning Purpose into Action: Solving Problems
    A successful business should focus on solving real-world problems. Identify the pain points in your life or those of others that align with your purpose. Your business will inherently resonate with your audience by aiming to make a difference and offering solutions. Align your purpose with the problems you intend to solve, creating authentic connections with your customers.
  • Discovering your purpose is the cornerstone of building a thriving business. Your “why” is the authentic reason behind your journey, reflecting your values and beliefs. Start by introspecting your passions and the driving force that transcends mere profit. Your purpose acts as a magnetic force, attracting customers who share your values and fostering unwavering loyalty.
  • Market Research: Where Purpose Meets Demand
    Understanding your market and validating your idea’s potential is crucial. Dive into market research to ensure genuine demand for your product or service. Analyse competitors to uncover gaps your purpose can fill, setting your business apart. By grounding your idea in market realities, you increase the likelihood of success while staying true to your purpose.
  • Fostering Collaboration: The Power of Collective Purpose
    Encourage collaboration and diverse perspectives during brainstorming. Surround yourself with individuals who share your purpose and promote open discussions. Embrace the collective power of “we,” leveraging your team’s insights to refine and fortify your concept. A shared sense of purpose breeds a resilient, motivated workforce that propels your vision forward.
  • Visualising Impact: A Guiding Light
    Visualising the impact of your business idea is a potent tool for refining your purpose. Envision the positive change your product or service can bring about, both for your customers and the broader community. This practice fuels your passion, keeps you aligned with your purpose, and serves as a guiding light throughout your entrepreneurial journey.
  • Embracing Adaptability: The Dynamic Force of “Why”
    Embrace adaptability as an essential aspect of brainstorming. Be open to refining your vision based on new information and insights, understanding that your purpose may evolve alongside your business idea. By embracing adaptability, you foster innovation and resilience, making your purpose a dynamic force that propels your success.
  • Discovering your purpose is a pivotal step in brainstorming a successful business idea. Infuse your concept with the essence of your “why,” identify problems that align with your purpose, validate your idea through market research, and cultivate collaboration within your team. The process of establishing your “why” is iterative, and revisiting it helps you stay aligned and adaptable amidst changing circumstances.

Visualise your venture’s impact and remain open to adapting in your pursuit of success. By incorporating these key concepts, your business idea will go beyond a mere product or service, becoming a purpose-driven journey that leaves your indelible mark on the world.

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