Here’s a question for entrepreneurs that can actually be a rather perplexing conundrum. What is the value that we are adding to what we do every day? Could a trained monkey do it too . . . and maybe even better? Here’s the thing. We sometimes tend to fall into a rut that’s usually within our comfort zone. And then we go through motions every day – over and over and over. Oftentimes we become very, very good at what we do and so it is really easy to keep doing it – over and over and over. But, is it a truly fulfilling experience?

My father-in-law was a funeral director. He was very, very good at what he did, and it was evident that he liked helping people. But he always said that when he turned 65, he was done and would retire. And that’s exactly what he did. I concluded that while he liked what he did, he didn’t love it enough to never want to stop doing it. I never did get a chance to ask him before he died what value he brought to what he did every day.

Entrepreneurs think a lot about money. Yet, those I’ve known who do what they do just to make a lot of money tend to become restless and bored. Making a lot of money may be great, but after a while it’s really just a way to keep score. And if we’re winning every day and only doing it for the money, how does one keep the “fire in the belly?” There must be something more.

There’s no denying that we entrepreneurs want to make money. And there’s nothing wrong with this – after all, most of us are unabashed capitalists. But just focusing on the money can lead to a fairly hollow existence. Money is a commodity and eventually we find ourselves feeling like the proverbial trained monkey. That’s when the trouble can begin. Being restless and bored can lead to many issues the least of which might be extramarital affairs, drug or alcohol abuse or even daredevil types of hobbies. I’m not casting aspersion on thrill-seeking activities, but we must examine the real reason that we pursue them. Is it because we are feeling unfulfilled in our business and/or personal lives?

All this pondering leads us to conclude that we need to be doing something of substance in order to feel fulfilled. I’ve written before about value propositions where customers are concerned. But we also need a personal value proposition that winds us up and keeps us excited, happy and content. My value proposition is the same as my personal WHY (thank you Simon Sinek) which is to make sense of complexity. This manifests in many ways including consistently developing creative ideas and solutions. If a day goes by where I wasn’t challenged creatively or didn’t become immersed in something complicated, I don’t feel fulfilled. Thus, I try and always put myself in situations where this never happens.

Each of us needs to find our own personal value proposition. Perhaps it’s doing things the right way every single time. Maybe it’s about innovation and doing things a better way. Some of us want to make a contribution or a difference in the lives of others. There are those of us who want to create trust and build relationships, while others just want to simplify things. A few entrepreneurs live for mastering what they do, and others want to create clarity. Of course, there are always a few Steve Jobs types who want to challenge the status quo and think differently.

Discovering our own personal value proposition energizes us and keeps us coming back for more. Being a great entrepreneur hinges on our ability to continually maintain a sense of fulfillment.

This blog is being written in tandem with my book, “An Entrepreneur’s Words to Live By,” available on Amazon.com in paperback and Kindle (My Book), as well as being available in all of the other major eBook formats.