By Nathan Loyd Ndungu
Introduction: Why Purpose Matters More Than Profit
Every entrepreneur starts with a vision. Some chase wealth, others seek fame, but the most successful business leaders—the ones who leave a lasting legacy—are those who build their businesses with purpose.
When I first started my entrepreneurial journey, I thought success was all about hitting financial targets. I believed that if I built profitable companies, everything else would fall into place. But over the years, I have learned that money alone is not enough. True fulfillment comes from creating something meaningful—something that improves lives, empowers communities, and stands the test of time.
A business built on purpose transforms industries, supports employees, and uplifts societies. When your company has a mission that goes beyond making money, you attract loyal customers, build a strong team, and create a legacy that lasts far beyond your lifetime.
In this blog, I will share my journey, lessons learned, and how you, too, can build a purpose-driven business that makes an impact.
1. Finding Your Purpose: More Than Just a Business Idea
Many people start businesses based on trends or profit potential. While profitability is essential, purpose gives your business staying power. Purpose is the deeper reason behind what you do—it’s what keeps you going when challenges arise.
For me, purpose wasn’t something I discovered overnight. It came from experience, challenges, and a desire to make a real difference. When I first ventured into real estate development with DN International, I was focused on delivering high-quality projects. But my true purpose became clear when I saw how my work could transform communities, provide homes, and create jobs.
Later, when I entered the agribusiness sector with Avoveg Health Kenya Ltd, my mission was no longer just about selling avocados. It was about empowering small-scale farmers, increasing their market access, and ensuring sustainability in agriculture. That shift in mindset changed everything—it gave my business meaning beyond profits.
✔ Action Step: Ask yourself: Why does my business exist beyond making money? How does it serve people, solve problems, or create a better world?
2. Purpose-Driven Businesses Build Stronger Relationships
A business with purpose attracts like-minded customers, employees, and partners. When people see that you genuinely care about something bigger than profit, they trust you, support you, and stay loyal.
Think about it—would you rather buy from a faceless corporation or from a company that stands for something important?
At Avoveg Health, we are not just another agricultural export company. We are a business that:
- Supports small-scale farmers by providing training and access to global markets.
- Promotes sustainability by using ethical farming and fair trade practices.
- Invests in local communities to improve the economic well-being of farmers and workers.
Because of this, we don’t just sell avocados—we build relationships. Our customers choose us because they believe in what we do. Our employees stay with us because they are part of something meaningful. Our partners trust us because they see our commitment to quality and ethical business practices.
✔ Action Step: If you want long-term success, make sure your business is built on trust, authenticity, and a mission that people can believe in.
3. Success Becomes More Fulfilling When It’s Purpose-Driven
I have been fortunate to build businesses that have grown and expanded across different industries. But the greatest satisfaction doesn’t come from financial gains—it comes from knowing that my work is making a difference.
Every time I visit a farm where Avoveg is working, I see farmers who now have a steady income and a brighter future. Every time I meet a young entrepreneur I’ve mentored, I see the ripple effect of purpose—one person’s mission can inspire countless others.
Without purpose, success can feel empty. You can make all the money in the world, but if your work doesn’t impact lives, empower others, or create positive change, it won’t bring long-term fulfillment.
✔ Action Step: Define what success means to you. If you removed money from the equation, what impact would you want your business to have?
4. Challenges Become Easier to Overcome When You Have Purpose
Every entrepreneur faces challenges—economic downturns, failed investments, leadership struggles. Without a strong purpose, setbacks can feel like the end of the road. But when you are driven by a deeper mission, you find the strength to keep going.
I have experienced failures, financial struggles, and market downturns, but I never quit. Why? Because I wasn’t just working for myself—I was working for my employees, my farmers, and the future of agribusiness in Africa.
Purpose gives you resilience. It reminds you why you started in the first place and gives you the motivation to keep pushing forward.
✔ Action Step: When faced with challenges, remind yourself of your mission, the people who rely on you, and the bigger picture.
5. Your Purpose Leaves a Legacy
At the end of the day, we all leave something behind. The question is: What kind of impact will you leave?
Some people build businesses that disappear when they retire. Others build legacies—companies that continue making a difference long after they are gone. I want my work to outlive me, to continue empowering people, transforming industries, and creating opportunities for future generations.
That’s why I don’t just focus on short-term success—I focus on mentorship, sustainability, and leadership development. I want to build businesses that will inspire and empower people for decades to come.
✔ Action Step: Think beyond today—what will your business mean 5, 10, or 50 years from now? How can you create something that lasts beyond you?
Conclusion: Build a Business That Matters
If there is one thing I have learned, it is this: A business without purpose is just a transaction. A business with purpose is a movement.
When you build a company that stands for something bigger than profit, you create real change, meaningful relationships, and a legacy that lasts.
So, I challenge you: Find your purpose, align your business with it, and use your success to make a lasting impact.
Because in the end, success isn’t just about what we gain—it’s about what we give back.
— Nathan Loyd Ndungu