Jim Collins coached Jeff Bezos and Amazon.

He estimates that only 3% of the world has figured out their “Ikagai” or “Hedgehog”.

Here’s what they are and how you find yours:

Most people don’t get clear about their purpose because they suck at asking for help.

I know because I did too.

Articulating your “reason for being” isn’t to be done alone.

Most of us need some structure & help from others.

Let’s get into it.

The Japanese term “Ikigai” or "reason for being" is the intersection of:

1. That which you love
2. That which you are good at
3. That which the world needs
4. That which you can be paid for

The Hedgehog is from researcher and business author Jim Collins and is the intersection of:

1. What you are deeply passionate about
2. What you are encoded for
3. What drives your economic engine

After decades of research, Jim found that MAYBE 3% of people take the time to define this for themselves, whether they use Ikigai, Hedgehog or some other framework.

From my experience coaching entrepreneurs, I’d say 3% is a generous estimate.