Purpose Beyond Passion: Lessons From My First Two Businesses

The photo above was taken just after high school—43 years ago, back when I still had hair 😊. That season marked the beginning of my entrepreneurial journey. The other image shows the products from my second business, my first officially registered company, Bethel Intermediaries (Pty) Ltd. Together, they represent two formative chapters that shaped how I now think about purpose, values, and building businesses that last.

Why This Story Matters

In my recent blogs, I’ve written about purpose being bigger than you, and about the lessons endurance racing taught me about dreams, discipline, and resilience. This post continues that thread—this time through the lens of my earliest business experiences.

Here’s the core lesson I want to share:

Passion, talent, and market opportunity can start a business. But only a purpose that serves something bigger than yourself can sustain a business for the long term.

Business #1: The Garage-Cleaning Auction Hustle

In high school, a friend casually mentioned going to an auction where people sold all kinds of things—even junk, as he put it. That comment sparked an idea.

What if I offered a service to my friends’ parents: I would “clean” their garages by taking away anything they no longer wanted. In return, I’d sell those items at the auction. Since everything was free to me, everything was profit.

This was long before Facebook Marketplace or eBay (which only launched in 1995). What I had was:

• Passion and energy

• Curiosity and creativity

• Zero fear of selling

As my sister recently reminded me, “You could sell anything to anybody—even ice to the people of the Arctic.”

Looking back, the concept itself wasn’t bad. In fact, history proved the world did need a better way to buy and sell used goods. But life happened—military service, university, and new callings—and that first business naturally came to an end.

Lesson #1: Passion Can Launch You, But It Won’t Always Sustain You

That business ran almost entirely on drive and opportunity. It worked—for a season. But it lacked a deeper, enduring purpose that could carry it through life’s inevitable transitions.

A Different Kind of Purpose: Ministry and Calling

After university, I joined Campus Crusade for Christ. With a clear and compelling purpose—“Go and make disciples of all nations”—I spent nearly six years leading university ministries.

This season taught me something critical:

• Purpose fuels perseverance

• Clarity of mission aligns people

• Meaning outlasts motivation

Eventually, I sensed a strong calling that I could—and should—make a difference through business.

Business #2: Bethel Intermediaries (Pty) Ltd

Encouraged by a friend, I pursued an MBA. Through a scholarship and student loan, I fully committed myself to learning how business could be a vehicle for impact.

While exploring ideas with fellow students, one concept stood out: importing quality products that could be sold in South Africa at a more competitive price.

I used my study break—and most of my student loan—to fly to Hong Kong and attend a trade show. That’s where I discovered beautifully crafted wooden pens in presentation boxes.

The idea was simple but powerful:

• Import the pens

• Partner with a local company to engrave business logos on the wooden boxes

• Sell them as premium promotional products

Back home, I registered Bethel Intermediaries (Pty) Ltd, built a small sales team, and started growing the business.

We had:

• A solid product

• Business knowledge

• A growing market need

And for a time, the business grew.

When Opportunity Competes With Purpose

My wife was working at a consulting firm when I was introduced to a new and fast-growing unit: Outsourcing. The firm was partnering with large organizations to take over non-core functions, and they needed someone to support the people transformation side of these deals.

I accepted the offer.

Long days, travel, and eventually a project in London made it impossible to continue running my import business. I made the difficult decision to close it.

I have no regrets.

Each season taught me lessons I could not have learned any other way.

The Deeper Lessons From My First Two Businesses

Here’s what those early ventures taught me:

1. You Can Build a Business on Passion Alone—But Only Short Term

Passion, hustle, and opportunity can produce results quickly. But when circumstances change—and they always do—those alone are not enough to sustain a business.

2. Long-Term Businesses Are Built on Intention, Not Just Opportunity

If your purpose is unclear—or driven primarily by quick profit—your team will feel it. And when challenges arise, commitment erodes.

This insight is strongly echoed in Simon Sinek’s book Start With Why. Sinek often points to Apple as an example of a company guided by a clear sense of why—frequently described as a commitment to create technology that empowers people and enriches their lives. Decades later, Apple continues to thrive not because of products alone, but because its purpose shapes decisions, attracts people who believe what it believes, and sustains trust over time. This reinforces what I learned early on: when purpose comes first, longevity follows.

A lasting business requires a clear purpose statement that considers what the world will need—not just today, but in the long term.

3. Purpose Must Be Bigger Than You

Purpose is:

• Served, not consumed

• Fulfilled intentionally, within a bigger story

• Expressed through your giftedness, which makes your contribution unique

Your passion often points toward your purpose—but it is the problem your passion solves that gives purpose its staying power.

Values: The Invisible Architecture of a Lasting Business

Over time, I’ve learned that values are the invisible architecture of a lasting business. They shape how decisions are made, how people treat one another, and what a company ultimately becomes known for. When values are shared—by leaders, teams, and even customers—purpose moves from words on a wall to something people actually live.

That’s when a business begins to shift from short-term success to long-term significance.

Final Reflection

Looking back at those early photos, I don’t just see a younger version of myself. I see a learner. A builder. Someone discovering—sometimes the hard way—that lasting success is never accidental.

Passion can start the journey.

Purpose sustains it.

And when purpose is aligned with values, vision, and service to others, business becomes more than a livelihood—it becomes a legacy.

A Question for You

As you think about your own work or business today, ask yourself:

Is the purpose driving what I do strong enough to sustain it—not just for a season, but for the long term?

If you’d like help gaining clarity around your purpose, values, or direction—or if you’re curious how purpose-led leadership and strategy could strengthen your organization—I’d be glad to connect.

👉 Reach out to me here

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