Guide to Creating Your Business Owner Narrative

As business owners, we often get caught up in day-to-day operations or chasing the next milestone. But without a clear narrative—your personal and business story—you risk building something that doesn’t truly align with your values or long-term goals.

Your Narrative helps you clarify:

• What success looks like (not just in numbers, but in meaning)
• How much is enough for the life you want beyond your business
• What your ideal exit could be—sooner or later, you’ll make a transition

Success is as much about VALUES as valuation. Writing your Narrative anchors your decisions in purpose, not pressure. It’s one of the most important tools for business owners aiming for a fulfilling outcome, not just a financial one.

Use the prompts below to shape your thoughts. Don’t overthink it—just start writing.

Personal:

• What’s most important to you in life?
• What legacy do you want to leave?
• How much is “enough” for financial independence from your business?

Business:

• Why did you start or acquire your business? Has that purpose evolved?
• How do you define success—revenue, impact on team or community, personal achievement or fulfillment?
• What milestones matter most?

Performance:

• How is your business performing right now? What’s working? What’s painful?
• How do you currently spend your time? Is that your highest and best use?
• Can your business run effectively without you?

Value + Exit:

• What do you estimate your business is worth today? How does that compare to what you need?
• When do you envision stepping away—and how? Gradually or all at once?
• Who specifically could take over when you do?
• Are there any “non-negotiables” in your ideal outcome?

Here’s a step-by-step approach. Give yourself permission to make a “good enough” first draft—this is a living document.

Your Narrative isn’t a one-time exercise. Revisit it once a year, or when major life events or business shifts occur. Add to it, revise it, and keep it relevant. As your life evolves, so will your definition of success.

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