Article by Eloise Skinner Have you ever tried to come up with a new business idea? For some entrepreneurs, the idea comes naturally—perhaps it came from a familiar industry, or there was an unsolved problem that the founder experienced first-hand. But not every aspiring founder has a clear idea of exactly what that business should do. So, where to start? Many business schools will recommend a set formulation: First, start by identifying a problem in the world or in your life. Then develop a solution. There are other methods, of course—like assessing personal skills and abilities, using design thinking, undertaking market research, and so on. But one element often gets overlooked, or left as an afterthought. That element is a sense of purpose. It isn’t just the driving force of a business; it can also be the seed of a business idea. Purpose Before Problem In this alternative formulation, a sense …