Why Your Side Hustle Needs a Purpose Beyond Just Money

Have you ever wondered why some people and companies make it big while others just fizzle out? It often boils down to how their leaders think. Take Apple’s old slogan, “Think different.” That wasn't just clever marketing; it was a mission statement that captured the company’s entire philosophy. Steve Jobs wasn't just building computers—he was sparking a movement. He saw a future driven by a community of creative people ready to change the world. His purpose, his “why,” was always bigger than the processors and hard drives he was selling.

Now, let’s look at another tech giant from that era. In the mid-80s, Dell was on a rocket ship to the top, becoming the go-to PC for businesses and universities. Michael Dell was a charismatic founder, and things were looking great. But then, almost overnight, the momentum stalled. Competitors like Gateway, Acer, and Asus started eating into their market share, and Dell found itself buried under a mountain of negative customer reviews.

What happened? While I don’t know Michael Dell personally and admire his initial success, many speculate that his focus was almost entirely on profit. Something got lost along the way. This isn’t to say that making money is a bad thing—if you want to build a multimillion-dollar empire, that’s fantastic. But to sustain the incredible energy and dedication required for that kind of success, you need a more powerful fuel than just money. At first, the desire for wealth is enough, but eventually, you need something more to keep the fire burning.

The Limits of Financial Motivation

Big houses, fancy cars, and manicured lawns are nice, but once you have them, the feeling is often just… “meh.” This might sound strange if you’re currently living paycheck to paycheck, and I get it. I’ve been on both sides of that fence—from the edge of poverty to living with more wealth than I ever imagined. What I learned the hard way is that marble fountains don't lead to happiness. True fulfillment tends to come from three things: your relationships, your experiences, and your contributions.

It seems Michael Dell achieved his goals of becoming incredibly rich and successful, but then he hit a wall. He was left with the question, “What now?” His “why” wasn’t big enough to fuel the constant innovation needed to stay on top. The core difference between him and Steve Jobs seems to be this: Dell’s mission was to grow a company and make money, while Jobs’s mission was to change the world. Both were successful, but only one of those missions had the power to outlive its founder. This is a crucial lesson when ; your purpose will carry you through the tough times.

So, what does this have to do with you? The same principle applies to why some people thrive with ventures like while others give up. A friend of mine, Scott Todd, bought a course from me back in 2014. An executive who had just moved his family to Florida for a new corporate job, he found himself in a nightmare scenario. The month he arrived, his company went into turmoil, the CEO was fired, and Scott’s entire executive team was let go. Suddenly unemployed in a new city with a family to support, Scott found a massive “why”: his wife and kids. He needed to provide for them, period. That powerful motivation drove him to build his land business day and night, eventually becoming my top student and a business partner. You have to ask yourself, what’s your why?

Building a Business, Not Just a Job

I often joke that my next book should be called , a playful jab at Tim Ferriss. The truth is, I only spend about two hours a week working “in” my primary business, mostly managing my team. However, I’m constantly working “on” the business. As Michael Gerber explained in , most entrepreneurs accidentally build a new job for themselves instead of a business that can run without them.

It took me five years of relentless work to create the systems, automation, and delegation that give me my freedom today. I have a Chrome plugin called Death Clock that reminds me I have about 11,000 days left on this planet. That realization makes me ruthless with my time. I can always make more money, but I can’t get back a single day. This is the mindset that can turn a freedom, rather than a full-time prison.

To achieve this, you need an entrepreneurial mindset. Do you think the CEO of Starbucks is making your Frappuccino? Of course not. He’s focused on strategy and growth opportunities. That’s your role in your . It starts with the discipline to step back and create systems so clear and simple that anyone can follow them. I test my business systems on my 13-year-old daughter; if she doesn't get it, I go back to the drawing board. This makes your operation bulletproof, so you aren't vulnerable if a key person leaves. This is how you build truly .

Your New Favorite Word: Automation

There has never been a better time in history to build a business. The software available today is incredibly powerful and affordable. Tasks that used to take me 20 minutes of paperwork a day now take two seconds, and I don't even do them myself anymore.

When you're first , you don't need to get bogged down in technology. For years, I ran my business with just virtual assistants and Excel spreadsheets. It worked, but I eventually hit a plateau. My first mentor pointed out that I had just created another job for myself. That’s when I became obsessed with stepping back, creating systems, and finding tools to automate everything. Even today, I’ll try anything that might save me time.

From marketing and sales to closing deals and managing payments, about 90% of a modern can be run by a few inexpensive virtual assistants and software. There’s no better feeling than waking up to find money in your account from work you didn’t personally have to do. That’s the result of taking the time to build a true business—a machine that works for you.