“Do the work you love.” This message, once reserved for commencement speeches and fortune cookies, is now a common theme in today’s professional landscape. So what do you do when you “love” various things?

In all my years as a career coach, I have found that the ‘follow your passion and the money will come’ perspective is met with feast or famine. Either a person has no idea what his passion is, or his cup (and notebook of business ideas) is overflowing. If you’re in the latter camp, the abundance of possibilities can be as overwhelming and debilitating as feeling like you have nowhere to go. Below are key questions to ask yourself to help you select the best of your business ideas:

Did someone ask for this? The fastest way to make your new business profitable is to give people what they want, not what they want. your they think they want, but what they are asking for. A common mistake entrepreneurs make is that we get locked into creating the “perfect” product or service to bring to market. Then we resurface and show off our business to the crowd like a scene from The Lion King and instead of the roar of applause we hear crickets. Nobody wants it because nobody asked for it. The sooner you can determine who your ideal customer is and what their exact need is, a need they are aware of, the sooner you can create the solution to their specific problem.

Can I commit to this? Starting a business is like the beginning of a romance. It’s all starry eyes and butterflies at first. But when the euphoria wears off, what you’re left with is commitment, and commitment takes work. Depending on the industry, it can take years before a business is profitable. It is important to ask yourself if you are committed to investing your time, energy and resources to carry out this work for at least the next five years. Especially in the early days, your business can be like a newborn child: constant demands at the most inconvenient times without reward or recognition.

Is this my people? In the new work dynamic, there is no longer a separation of ‘us’ and ‘them’. We are now operating within tribes, groups of people gathered around a similar cause and vision. As you consider your many business ideas, think about the clients and colleagues associated with this company. Do you want to spend time- a lot of time– with these people? One of the main advantages of setting up your own business is that you can decide who your people are, who you will serve, and with whom you will be in constant dialogue. Business is ultimately one person interacting with another. Your ability to determine who you want to sit across the table from you is a good guide in making your selection.

Whether you have one or a hundred businesses in front of you, mastering the ability to run your own business gives you true financial security. Choose the path that suits you instead of jumping into another job, and you’ll set yourself up for success every step of the way.

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