Why Motivation Won’t Save Your Business
Oct 06, 2025
A client asked me recently:
“Justin, how do you stay so motivated?”
The truth is… I don’t. Some days I’m exhausted. I ran a half marathon at the weekend and I was running on empty.
That question stuck with me. Because after 20 years of running businesses, I’ve learned something important: motivation isn’t what gets results.
Why listen to me?
I’ve built my accountancy firm from scratch. I co-own a letting agency. I run AskJT — a YouTube channel, podcast, and blog.
Along the way I’ve faced tax bills I couldn’t pay, recessions that nearly wiped me out, and plenty of days when I just wanted to quit.
So when a client asks how I stay motivated, I’ve lived the reality. I know what keeps you moving when the energy runs out.
Goals keep you moving forward
I’ve always set big financial goals.
One of mine was to pay off my mortgage early. I modelled the numbers, built a plan, and stuck to it until the day I sent the final payment. That progress kept me going even on hard days.
For my client, the goal was different. He wanted more time with his family. So we cut two hours out of his work day by delegating admin. His energy came back — not because of motivation, but because he was moving toward something that mattered.
Systems remove the guesswork
Motivation is unreliable. That’s why I build systems.
I film every Tuesday morning at 8am — no debate.
I invest £300 into my ISA every week — it happens automatically.
In my accountancy firm, we use checklists so every tax return gets done the same way.
One year, a client nearly missed a £20,000 tax bill. That was my wake-up call. Now we have automated reminders and early filing systems in place. The system protects clients, and it protects me when I’m tired.
Purpose beats motivation every time
And finally, purpose.
When I remember why I’m doing this, helping small business owners, creating security for my family, and building a legacy I can give back, it’s easier to keep going.
One client once told me:
“Justin, you made me feel safe with my finances for the first time.”
That’s purpose.
For the client who asked about motivation, his purpose was to leave behind a business his kids could be proud of. That’s what kept him going, not a motivational quote on Instagram.
The truth about motivation
I don’t stay motivated. I stay disciplined. I use systems. And I never forget my purpose.
If you’re struggling, don’t wait for motivation.
Write down your real goal.
Build one small system that keeps you moving.
And remind yourself why you’re doing it.
That’s how you build a business that lasts.
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