Finding Your Ikigai: The Secret Sauce to Building a Meaningful Business

_{Author: Javier Mata is a workshop designer and facilitator specializing in learning development and instructional design. With extensive experience creating both in-person and digital content for HRD and MBA programs, he also led a team developing digital content for a business microlearning platform within the corporate arm of a leading organization known for its MBA programs, corporate education, and venture capital initiatives. Passionate about fostering growth and innovation, he engages participants at Moon through dynamic, hands-on learning experiences that drive real-world impact. His interests lie in business innovation, design, and strategy.}

“Are you a Monday person or a Friday person?”

That was a question posed by Dr. Paris de L’Etraz, Managing Director of the Venture Lab at IE Business School, during my MBA. He explained that Monday people leap out of bed, excited to take on the week, while Friday people count down the days until the weekend. That question stuck with me.

Over time, as I worked with entrepreneurs and innovators, I found myself shifting from a Friday person to a Monday person. What made the difference? It was ikigai—the Japanese concept of finding your “reason for being.” During my MBA, we focused a lot on frameworks like ikigai. I discovered in the process that my mission lies in designing impactful learning experiences for entrepreneurs in Japan and beyond.

For early-stage entrepreneurs, ikigai isn’t just about personal fulfillment—it’s a practical tool for identifying meaningful problems to solve. Let’s explore how ikigai can guide your entrepreneurial journey and help you focus on challenges that truly matter.

The Cultural Roots of Ikigai: More Than Just Unicorn Chasing

In Japan, ikigai isn’t about becoming a billionaire overnight chasing the next unicorn. It’s more about finding the balance between the small, everyday joys and your contributions to society. Think of it as the antidote to burnout: you’re still hustling, but with heart and soul, not just caffeine and all-nighters.

In the West, ikigai often gets hyped up as the “one true purpose” you must find, as if you’re on a treasure hunt for a magical career. Spoiler alert: it’s not that dramatic. The Japanese approach is much more grounded—about gradually integrating joy, purpose, and responsibility. Understanding this makes ikigai way more approachable, especially for entrepreneurs who might feel the weight of building the “perfect” business. Spoiler #2: there’s no perfect, just progress.

Case Studies: 

To see how ikigai can play out in real life, we can look at two entrepreneurs who built meaningful businesses rooted in purpose.

Yvon Chouinard, Founder of Patagonia – Where Passion Meets Profit

Yvon Chouinard didn’t start Patagonia with dollar signs in his eyes. He just wanted to make rock-climbing gear that wouldn’t fall apart. His love for nature and talent for crafting quality outdoor products guided him. The profits? They came second. By staying true to his values, Patagonia evolved into a pioneer in sustainable business.

Chouinard didn’t just build a brand—he reshaped consumerism. Patagonia’s “Don’t Buy This Jacket” campaign didn’t push products; it pushed a mindset centered on purpose and environmental activism. By finding the sweet spot where passion, profit, and societal impact meet, Chouinard embodied ikigai—and changed the game.

Yoshiharu Hoshino, CEO of Hoshino Resorts – Tradition Meets Innovation

Yoshiharu Hoshino didn’t just inherit a family business—he transformed it in a fiercely competitive market. As global hotel chains poured into Japan, reshaping the hospitality industry with foreign investment, Hoshino faced a challenge: how to preserve Japanese culture while competing with these international brands. Instead of following the foreign model, he doubled down on Japan’s rich traditions, evolving his family’s century-old hot spring resort into a globally recognized luxury brand.

His approach wasn’t about resisting change but about weaving innovation into the fabric of tradition. By embracing modern travelers’ needs without losing sight of Japan’s cultural heritage, Hoshino not only survived but thrived. His journey is an embodiment of ikigai—where passion, skill, and purpose align to create something meaningful and sustainable, even in the face of fierce competition.

Using Ikigai to Find the Right Problem for Your Startup

Ikigai isn’t just about personal fulfillment; it can be used as a roadmap for identifying business problems worth solving. By breaking down four key elements—Passion, Profession, Mission, and Vocation—you can spot a problem that resonates with you and has real market potential. 

Let’s break it down:

1. What You Love (Passion)

Passion is what keeps you going when things get tough—and trust me, they will get tough. The more you care about the problem, the more likely you are to stay motivated.

What you can do:
Make a list of industries, causes, or issues that get you fired up. Love technology? Maybe dive into problems in AI, privacy, or digital ethics. Passionate about sustainability? You could consider gaps in renewable energy or waste management.
Focus on problems you’d be excited to tackle every day—because if you’re not motivated, you’ll probably move on to something else the second things get hard.

2. What You’re Good At (Profession)

Passion’s great, but solving problems requires expertise. Enthusiasm alone won’t get the job done—you need the skills to make it happen.

What you can do:
Map out your core competencies. If you’re a data whiz, maybe there’s an opportunity in analytics or finance. If you’re a designer, you could consider solving problems in usability or innovation.
Match the problem to your skills, so you’re not just offering ideas but real, workable solutions.

3. What the World Needs (Mission)

A great problem is one the world is practically begging for a solution to. Being passionate and skilled is fantastic, but if the problem isn’t relevant, it’s going nowhere.

What you can do:
Talk to potential users and uncover their biggest frustrations. What gaps do they see? If people are saying, “Yes, please fix this,” you’re on the right track.
Focus on problems with a clear demand for change. The more urgent the need, the more likely a solution will succeed.

4. What You Can Be Paid For (Vocation)

Lastly, if no one is willing to pay for your solution, it’s a hobby, not a business. You need a clear path to monetization..

What you can do:
Look into the market—are customers willing to pay for a solution? Is there a growing need? Whether through subscriptions, one-time purchases, or services, it needs to make money.
Focus on problems that not only resonate with your skills and passion but also have a clear path to revenue.

Conclusion: Using Ikigai to Find the Right Problem

The ikigai framework isn’t just a tool for personal fulfillment; it can be a strategic method for finding meaningful, solvable problems that have real market demand. As you embark on this journey, remember that aligning your work with your purpose will sustain you through the ups and downs, helping you stay grounded in what truly matters.

So, what are you waiting for? The world—and your next great business idea—are waiting for your ikigai to emerge.

Moon Creative Lab offers several programs to support startups. If you are interested in transforming your own business idea and growth, please check out the top page.