You can read the full article at
https://thespinoff.co.nz/business/24-09-2019/how-to-build-an-ethical-brand-advice-from-someone-whos-been-there-done-that/ . The following is an excerpt:
Setting up a business requires every bit of grit and hustle that you’ve ever possessed, so if you don’t have a strong ‘why’, it’ll be much harder to keep going through hard times. You need to work out exactly what you want to achieve with the business. Do you want to make a lot of money, or is your main goal to help people? Do you want your business to hire hundreds of people and go global, or do you want a low-key enterprise that lets you go surfing every day? If you know what you want, you’re already halfway there.