When most people think about starting a business, the first thing that comes to mind is making money. And while revenue is certainly a critical outcome, it’s not the only purpose of running a business. In fact, one of the biggest myths that derail many entrepreneurs—especially in the early stages—is the belief that business is purely about profit. This mindset often leads to short-term thinking, poor decision-making, and burnout. As a business coach, I’ve worked with students, aspiring entrepreneurs, and experienced business owners across various stages of growth, and the one common pattern I’ve observed is the lack of clarity in goal setting. Without well-defined goals, a business becomes reactive rather than purposeful, and eventually, directionless.
The truth is, money is not the reason to build a business—it’s the result of building something valuable. Focus on getting the fundamentals right if you want to make money faster, consistently and sustainably. First and foremost, your product or service must add genuine value or solve a real problem. No amount of fancy marketing can compensate for a weak offering.
Your distribution model comes next—how effectively your product or service reaches your customer. A great product with poor delivery is doomed to fail. Equally important is your brand and marketing strategy. Your brand isn’t just your logo—it’s your identity, your promise to your customers, and your ability to consistently deliver on that promise. Marketing is how you tell your story and connect with your audience. Your sales process also matters greatly. Sales are not about pushing products—it’s about matching the right solution to the right need at the right time. And you can’t scale without a second line of leadership—a reliable team that takes ownership, shares your vision, and carries the business forward when you step back.
Lastly, your operational systems—from inventory to customer service to finances—must be stable. If your backend processes are weak, even the best front-end strategy will eventually collapse.
It’s important to remember that business is not a one-time project or a five-year exit plan. It’s a journey—an ongoing evolution. At different stages, your goals will change. In the beginning, your focus might simply be on surviving and making your first few sales. Then you might move toward building a team, improving delivery, or expanding your customer base. Later, you may explore new markets, diversify your offerings, raise funding, or prepare for long-term sustainability and even succession. Business is dynamic. The market changes, customer preferences evolve, internal team dynamics shift, and unforeseen challenges—like a pandemic—can disrupt everything overnight. The only constant is change. That’s why having a clear sense of direction, a strong foundation, and flexible systems, is essential.
Among all the tools an entrepreneur needs, goal setting is the most underused and undervalued—especially by students and first-generation business owners. This is largely because our education system doesn’t teach us how to set, pursue, or evaluate goals. Most new entrepreneurs jump into execution without knowing what they are truly trying to achieve. And if you don’t know what you’re building, why you’re building it, and where you want it to go, you’ll constantly feel busy but not productive. You’ll be reacting to problems instead of creating possibilities. That’s why goal setting isn’t optional—it’s foundational.
This is where coaching can be transformative. As a coach, I don’t offer pre-written business plans or ready-made answers. My role is to create a space where you can reflect, question, explore, and find clarity. I help you understand your own vision, challenge your assumptions, and identify the blocks that are slowing you down. Whether you’re a student curious about entrepreneurship, a new business owner struggling with growth, or an established entrepreneur feeling stuck, coaching helps you reconnect with your purpose, realign your priorities, and develop systems that support your vision. Through powerful questions, mindset tools, and goal-setting frameworks, coaching empowers you to see clearly, act intentionally, and lead consistently.
So, if you’re thinking about starting something of your own, don’t wait for the perfect idea or timing. Start with your goals. The product can evolve. The model can change. But without clarity, none of it will be sustainable. Business is a challenge, yes—but it can also be one of the most meaningful and fulfilling journeys of your life. You don’t have to walk it alone. Let’s take the first step—together.
(The writer is a Certified Coach, Financial Consultant, Educator, and Founder of Finsol Investment Options by Mohiet Hastwala, based in Porvorim, Goa since 2013)
