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Make Your “Why” the Mission: Turning Ownership into Purpose by Michael Connors & Rachael Connors , American Dive Zone, Grand Rapids, MI
W HEN YOU ACQUIRE a business, you’re stepping into something that already exists, a brand, a logo, a reputation, a customer base, and a set of values. Many people who buy a business want to use their unique set of strengths to make changes in these areas. Often, one of the first things that changes is the logo. It seems simple, but it carries weight. Subconsciously, it makes the new owner feel like this business is now officially theirs. What happens, though, when the visible changes are old news? The logo has been changed, the store has been renovated, and the website redesigned. Everything looks like yours, but how do you ensure the business continues to feel like yours? Start with Your ‘Why.’ Prior to starting down the path of business ownership we each sat down and wrote our ‘Why.’ Inspired by Start with Why by Simon Sinek, we wanted to define the deeper purpose behind what we were doing. We asked ourselves: Why do we want to own a dive shop? Our answers below, are from a Google Doc we made in 2024: Rachael’s ‘Why.’ I want to support the next generation of divers and shop owners: 1) Because diving has created a social network for us/created a community around a common passion and I want to create that for other people. 2) It expanded my perspective and got me curious about the ocean and different ways to explore and I want to introduce other people to that. 3) Empowerment, adventure, new identity - helps people tran- scend. 4) So everyone can live a fulfilling life. Michael’s ‘Why.’ To show others how amazing life can be: 1) Before diving, I was stuck in a monotonous rut - work was life. And after discovering diving it expanded my perspectives on life. Learned that the ocean and nature in general is fascinating and I want to show others. 2) Life is short. People don’t know what they are missing out on until they see it. 3) Want people to have an appreciation for how amazing nature and human life is. 4) Fulfillment has come from diving. 5) It gives people’s lives more meaning. Where ‘Why’ Becomes Your Mission: Our ‘Whys’ were unique for each of us. Rachael’s touched on building community, adventure, and life fulfillment. Michael’s touched on appreciating nature, expanding people’s perspectives, and living life to the fullest. Our ‘Whys’ intersected in an important way though: we both believed in the power of diving to change lives. That intersection became our mission.
Mission: To develop and empower confident, connected, and capable divers through outstanding instruction, personalized guidance, and a welcoming community. Vision: To be more than a dive center – to be a home for divers of all levels who seek adventure, a welcoming community, and an opportunity to help preserve the underwater world for generations to come. Finding your ‘Why’ isn’t just a feel-good exercise. It’s a practical business tool. It helps guide decisions, shapes your leadership style, and defines what your business stands for beyond products or services. It reveals your strengths as a business owner. For example, the way Rachael was embraced and welcomed into the dive community is one of the reasons she wanted to be a shop owner. Now, Rachael leads our com- munity efforts because it fulfills her purpose to pay that experience forward to our customers. Your ‘Why’ also supports your brand development. When you’re posting social media content, your ‘Why’ will spark ideas for content creation, and also hold you accountable for the way you portray your business on social media. For us, most of our content is community centric. Staying Grounded with your ‘Why.’ Owning a business isn’t smooth sailing. There are challenges, slow seasons, and un- expected setbacks. Your ‘Why’ is what anchors you through all of it. It’s a constant reminder of why you started and why you should continue forward despite the trade winds and swells. Take out a piece of paper, and write down your ‘Why.’ Post it in your office, or to your laptop, share it with your staff and en- courage them to write their ‘Why’ down too. Post that piece of paper anywhere that is visible when you’re working. The power of that piece of paper will reveal itself quickly. Make the Business Yours: At a certain point, the surface- level changes stop mattering. What defines your business isn’t the logo or the store layout, it’s the mission behind it. Don’t be afraid to make the business your own. You have the right, and responsibility, to shape it in a way that aligns with your purpose. People feel purpose. So define your ‘Why,’ and build your mission from it. Lead with your mission and ‘Why’ every single day. Because when your mission aligns with your ‘Why,’ you’re not just running a business, you’re building something that matters. PAGE TWENTY-THREE | SCUBA DIVING INDUSTRY email Rachael
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