How ABA entrepreneurs can create a business they love & keep it that way!
Hey there, ABA entrepreneurs!
Grab your favorite drink (seriously, you deserve it), and let’s have a heart-to-heart.
Today, we’re diving deep into a question that matters more than any business hack, marketing strategy, or productivity tool ever could:
Why did you start your business in the first place?
Let’s get real.
Most of us started with a clear purpose.
Maybe it was to help children learn in ways that truly click, support families navigating tough challenges, or even create a workplace where you could lead with compassion and integrity—something that was missing in other places.
Your "Why" is Powerful
I'll say that again...your “why” is powerful. It’s personal. And it’s the driving force behind your ABA therapy business.
Maybe somewhere along the way, amid all the clients, service options, administrative and operational tasks, AND yes, too many Asana tasks, it’s easy to lose sight of your original purpose.
Instead, you find yourself chasing someone else’s version of success. Or imitating the competition, even though you didn't get into business to replicate the same thing you were trying to replace...
More clients? Great. More money? Awesome. More stress, more of everything, and less time for the things that matter most? That’s where things start to fall apart.
When You Lose Sight of Your "Why"
You get caught in the hustle—booking clients, managing your team, constantly running the day-to-day grind.
And suddenly, the business you built to give you freedom and fulfillment is running you. And what do we do?
We rationalize this. We just come to expect that it's part of being a business owner. And slowly we lose sight of our original passion and we start to slowly (dare I say...) hate our own business. We are overworked and miserable.
The same thing happened to me. You're not alone.
I started so excited, fired up by the vision of building a business that allowed me to make a real impact.
But as I scaled, things shifted. I found myself saying yes to everything—client demands, too many meetings, projects that didn’t align with my passion, and strategies that drained me. I was growing the business, but shrinking my joy.
And then it hit me: The reason I felt disconnected was because I wasn’t living my “why” anymore...
I had fallen into the trap of chasing more—more clients, more revenue, more visibility—without pausing to ask if it was what I really wanted. Or if it aligned with the mission, vision, and reason I started my own business in the first place.
Feeling a little too seen right now?
Reconnect With Your Passion
Here’s the thing:
You don’t have to do it all to be #successful.
You don’t need to offer every service under the sun, grow a huge team, or run yourself ragged to “make it.”
What you need is to get back to the heart of why you started in the first place. #digalittledeeper
Take a step back and ask yourself:
Why did I start this business?
What do I want to achieve?
What do I love doing the most in my business?
The answers to these questions are your guiding lights. If something doesn’t align with your passion and purpose, it’s time to let it go.
Build a Business That Fuels Your Why
Once you reconnect with your why, everything shifts. You’ll find yourself making decisions with more clarity, saying "no" to things that don’t serve you, and pouring your energy into the parts of your business that do align with your passion.
For some, that might mean focusing on a smaller, boutique-style practice where you get to work closely with clients and families you care deeply about.
For others, it might mean building a consulting business that empowers other BCBAs to lead with compassion and integrity.
Whatever your vision is, it’s valid, and it’s worth fighting for.
Let me give you a small reminder: You get to choose how your business grows.
You don’t have to follow anyone else’s blueprint for success.
You don’t need to scale just for the sake of scaling.
What you do need is to design your business around the things that bring you joy, that reignite your passion, and that allow you to live out your “why” every single day.
Your Next Steps
If you’re feeling that itch—like something’s missing or your business has strayed from what you originally set out to do—it’s not too late to course-correct. It's never too late!
It starts with a simple but powerful step: pausing to reflect. (and isn't Q4 one of the best times of the year to do this anyway?)
Ask yourself:
Am I doing work that fuels me or drains me?
Am I building a business that aligns with my vision or someone else’s?
What small steps can I take to realign my business with my passion and purpose?
I get it—reflection takes time, and while running your business, it can feel hard to hit pause.
Trust me, it’s worth it.
Your passion is the heartbeat of your business, and if you lose sight of that, everything else starts to feel a little off.
Let's Do This Together
If this is hitting home, I’d love to chat with you about how to align your business with your passion and purpose. I’m offering a FREE 1-hour 1:1 consultation to help you reconnect with your "why" and start building a business that fuels you, not drains you.
Plus, you can try out Launchpad: an ABA business owner community free for two weeks—where you’ll find support, resources, and a network of like-minded ABA entrepreneurs who are on the same journey.
Your business should be a reflection of you—your passion, your values, your dreams. Let’s make sure it stays that way.
Your partner in passion and purpose,
Suzanne Juzwik, MA, BCBA, LBA
Founder | Innovation Moon & Launchpad
P.S. Ready to reclaim your “why”?
Let’s chat—schedule your FREE 1-hour 1:1 consultation or dive into the Launchpad community and connect with other entrepreneurs who are committed to building businesses they love.
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