Want to Start a Business… But Don’t Know What? Here’s How to Find Your ‘What’
You know you want to be your own boss. You feel that itch to build something for yourself — but when it comes to what business to start, you’re drawing a blank. Don’t worry, you’re not alone. Most entrepreneurs start exactly here: with the desire to run a business but no clear idea of what that business should be.
We’ve been there too. After finishing university, I (Sofia) started out as an architect. On paper, it was a good job — but it didn’t feel right. I wanted something more creative, more independent, something that was mine. So, I moved from Lisbon to London, tried different jobs in sales and marketing, and eventually discovered my path into design and branding.
What helped me figure it out was a simple exercise that I’ve since adapted and shared with clients who feel stuck at this stage. Today, I’ll show you how to use it to find your business what.
Step 1: Do the “Path to Clarity” Exercise
Grab a sheet of paper (or a Google Doc) and divide it into three columns:
Column 1 – Previous Jobs/Careers
List out everything you’ve done before, no matter how random. Don’t filter.
Column 2 – Skills
Next to each job, write down the skills you gained. Think both hard skills (Excel, design, writing, coding) and soft skills (communication, leadership, problem-solving). If you’re stuck, ask friends or old colleagues what strengths they see in you.
Column 3 – Business Ideas
Now brainstorm ideas for businesses you could start using those skills. They don’t have to be perfect — just possibilities.
👉 Pro tip: Use AI tools, Google, or job boards to research what types of businesses thrive with the skills you already have.
Step 2: Do the “Run My Own Business Vision” Exercise
This is about clarity on the life you want to build, not just the business. Write it out or make a moodboard if you’re a visual thinker. Ask yourself:
Who do I want to be as a business owner? What values guide me? What’s my vibe with clients?
Life-work balance: Do I want slow mornings and remote work? Or am I excited by travel, events, and networking?
Independence: Am I ready to be accountable only to myself?
Growth: Do I want to stay a solopreneur or build a bigger company?
Tools & skills: What do I need to learn or invest in to make this work?
Step 3: Align the Two
Now place both exercises side by side and start connecting the dots:
Which skills/business ideas from Part 1 actually fit the lifestyle you envisioned in Part 2?
How could you turn those ideas into a viable business?
What unique spin or angle could you bring to stand out in the market?
Step 4: Test with Research
Once you’ve got a shortlist of business ideas that feel aligned:
Research the market → Who’s doing well? Who’s struggling?
Spot the gaps → What’s missing that you could bring?
Position yourself → How would your skills, story, and values set you apart?
This step helps filter out “nice idea” from “viable business.”
Step 5: Start Small & Evolve
The truth? You won’t have it all figured out right away — and you don’t need to. Many entrepreneurs pivot (sometimes more than once) before landing on the business that feels right. What matters is starting, testing, and adjusting as you go.
Last Thoughts
Building a business when you don’t know your what can feel overwhelming. But clarity comes from action. The more you reflect, research, and test, the closer you’ll get to an idea that excites you and serves others.
Remember: every successful entrepreneur has stood exactly where you are now — uncertain but determined. What separates them is that they took the leap, trusted the process, and let clarity come with time.
✨ Need some guidance?
If you’d like help doing this exercise or you’re ready to take the next step — from idea to strategy to launch — I’d love to support you. Drop me an email at info@vagodesigns.co.uk and let’s figure out your “what” together.
