What Brings You Joy? The Question That Could Change Everything

Discover how answering one simple question can reshape your business, life, and future.

Welcome to a free edition of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club.

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I was asked the question:

What brings you joy?

It is such a simple question. But to answer it truly is difficult. But that answer, when you find it, can bring you immense rewards.

So what am I talking about? I’m talking about the direction we take our businesses. The question was posed to me when I was considering which brand or identity to focus on for the next 5-10 years.

My dilemma: one brand or two?

I’ve always had the dilemma in my head. What should I go all out for? Helping small professional services grow and scale. Or helping professionals in practice take the big step up in their career from senior fee earner to partner. Or something else? I can rationalise that having 2 brands has given me some protection from economic conditions. And yes, it’s done that. But it’s also diverted my focus from where it may not need to be.

Should I go back to my Go-To Expert brand?

Then, there is the question of creating a platform via substack. What do I want it be about? When I look at my feed of ‘notes’ on this platform I see a number of solo creators and coaches who would lap up my Go-To Expert IP and focus. Perhaps I finally write that book about how to build a business based on a book or body of content. The opportunist in me sees the opportunity to go large with my Go-To Expert IP.

But that doesn’t bring my joy. If I had wanted to bring my business development and personal branding expertise to coaches, writers and consultants, I would have done that a long time ago. Changing now doesn’t feel right.

That then prompted the question from someone who I believe will become a good friend. Even if we are separated by the Atlantic and different generational expectations

What brings you joy? 

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Whose agenda are you following?

As I took a taxi from my hotel in Istanbul through to the airport freed from the phone I pondered this question. Now my teenagers are starting to take their steps into the world as independent adults, it’s a great time to consider from a business perspective about what brings me joy.

All too often others have an agenda for you; your staff members, your significant other, your friends, clients and family. I’d also add to this list your ghosts of business past. Just because you used to do or could do this doesn’t mean to say you should. But there still is that pull…

This is a great question to truly reflect on as you consider moving your business from ‘ticking along’ to scaling or getting ready to exit. That business transition that demands you take your toddler or teenager-like business with all its tantrums and dramas and pull on your time and emotional energy, to a mature adult that can run without you.

You mean it can run without me?

Oh.

The ego takes a hit. After all, it satisfies something deep down to be truly wanted and needed by your clients and staff members.

What really brings you joy?

Back to the question. If you were freed from all expectations and money was no object what really brings you joy?

When I consider this question I always come back to what makes me tick, challenge. If you tell me I can’t do something, I will try and do it. Well not quite everything! My back told me 10 years ago in no uncertain terms that my (non-existent) marathon days were over.

Challenge is why I have 6 books to my name, despite struggling to write an essay part the age of 16.

Challenge is why I started my own business 15 years ago.

Challenge is why I am still running my it despite many mortal blows that would have killed off many.

And you know what, there is no greater challenge than helping intelligent people who have hit a roadblock or multiple roadblocks achieve their goals in life. Which is why I am still drawn to my 2 audiences of those aiming to transform their working life and practices and step out of being an employee to being a partner, and therefore, business owner of their professional services firm. That identity works both ways - with the owners of tiny firms and also those in regional through to large multi national firms.

But then, what really brings me joy? Above and beyond the business.

Where do you feel a pull?

I feel a strong pull back to a simpler life. Spending more time with friends, family, my husband and also the great outdoors. In fact, one of the 3 words for 2025 that I want to live my life by is connection.

Along side that pull, there is a desire to get back on the biggest stages in the world. Is this the show off in me? Possibly (I’m not denying it!). But it’s a great platform to help intelligent people who need support to move past their roadblocks.

When I first started writing books, I loved the process of creating new IP and being able to put my signature style on it. It was all about making concepts and ‘whatnot’ easy and accessible to others. I had this vision of a bookcase full of my books. And you know what, that vision hasn’t died. Faded a little, but there is still very much a spark in me.

As I start the long journey to stepping back from being the key figurehead in the business, I will reclaim writer, speaker and coach for me.

Yes, time to tell the husband we are going to need a bigger bookcase …

To summarise

If you are going to live that life on purpose. If you are going to find the way to move your business from start up to grown up, you need to answer the question:

What brings you joy

Then, align what you are doing now and in the future to what brings you joy. 

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What is the takeaway from today’s article?

Your action to take away from today’s article? To spend time reflecting on the question, What brings you joy? Then what do you need to change to move towards this?

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