Module #1

Your Why: The Foundation Row

Module #2

Your How: The Paths to Being a Yarnpreneur

Module #3

Your What: Creating Your Success Path

MODULE 1 OF 3

Set The Stage For Your Best Business

Welcome to the first Golden Circle module! This module will teach you arguably the most important business lesson you’ll ever learn.


Before we get started, I like to say hi to any new Golden Circle students, so let’s pause for an action step break!

Action Steps Before Moving Forward:

  1. Join the YPS Facebook Group

    1. http://facebook.com/groups/theyarnpreneursociety

  2. Read the Rules

    1. Comment with the secret code! ;)

  3. Introduce Yourself

    1. Tell us a bit about yourself: your craft, your favorite color, and anything else you’d like to share.

    2. Use the hashtag #GoldenCircleStudent so we know what you’re working on!

  4. Tell Us What You’re Hoping to Get from this course

    1. This course will take you through some of the most important business lessons and decisions… what are you most hoping to learn? If you have any questions or ever need support, email support@yarnpreneur.com at anytime.

You Can Do This: Why You CAN Create Your Best Business

Confidence is key! Your success depends upon your willingness to work hard, learn, grow, and be yourself. There is nothing holding you back from making your business dreams come true, but you have to believe you can do it.

The first thing I like to have all new Golden Circle students do is make a confidence pact.



This pact is a promise to yourself to do a few things:


  1. To have an open mind.

  2. To believe in yourself.

  3. To be kind to yourself.

  4. To trust yourself.


Download Your Confidence Pact!

There’s a downloadable confidence pact above. I recommend you print it out and sign on the dotted line!

Action Steps:


  1. Print out the confidence pact.

  2. Sign it!

  3. Post it somewhere visible.

Why Your Why?

Sometimes I’ll ask yarnpreneurs, “What is your why?”. They tend to get really confused.


“What do you mean?” They’ll say.


I mean: WHY are you a yarnpreneur? WHY do you jump out of bed excited to work on your business? WHY do you work so hard every day? WHY do you love what you do?

And this, my friends, is the most important business decision you’ll ever make.


But, WHY is it the most important business decision? (See what I did there?)


Without a why you are rudderless. Without a why you will never achieve the success you are working towards.

I know, never is a harsh word… but it’s true.

Every successful yarnpreneur, heck every successful entrepreneur, has a why.

And here’s the trick: your why can’t be to make money. Money is a result, not a reason.





Your why can’t even be to have fun, or build a business around something you’re passionate about. You why must be purpose driven. You need to know you’re building something with purpose behind it, not just to kill time doing something you love, or to see where your passion takes you.


(Again, harsh words, but true! The sooner you embrace this, the better!)


So with our why we’re looking for the reason your business exists. (Or the reason you want to build one!) We’re looking for the thing that will keep you going through the hills and valleys of yarnpreneur-ship.


Again, we’re looking for your purpose.


Some of you may already know what it is. But for some of you, it may take a bit more soul-searching and prodding to find it.


And that’s okay! Not everyone has a clear picture of their why right away. You may have to work at it a bit.


To help you find yours, let’s start with mine as an example!

My why: To help yarnpreneurs build a business they love.


That’s it! Everything I do as a business owner revolves around that statement. It is what drives me to create the courses, classes, and content that I share with members and non-members alike. It is the reason I wake up and work hard for YPS!

So… what is your why? What motivates you? What excites you? What pushes you to work at your dreams?



Your why should be concise. So start by just writing down what resonates with you, what feels right, and then work at it, chipping away until it “clicks”.


You why is not a stagnant mission statement. It shouldn’t be uptight or feel ill-fitting. When you say your why out loud it should bring a smile to your face, and give you the warm and fuzzies! (No joke!)

Action Steps:

  1. Brainstorm… what is your purpose as a yarnpreneur?

    1. Create a mind map, or just write down the words that come to mind.

    2. Work at them until they settle into a sentence or two that is easily repeatable and feels “just right”.

  2. Write down your why.

  3. Post your why in a place you’ll notice it daily.

How to Use Your Why Why-sely!

So once you have you why, what does that mean for your business?


Well, it means you can clearly state your purpose. It is also the thing against which you will check all decisions, all ideas, all direction changes. That’s one of the reasons we recommend you post it in a place you’ll notice, and know it by heart.


Your why should be an active part of your business. This is not something you just come up with and then let sit in a drawer, collecting dust.

So how do we put it to use?


There are a few ways. Firstly, we can communicate it to others. Perhaps start with your family and friends, but inevitably you’ll need to use your why in your marketing, your branding, your very presence as a business.


Communicating your why to your audience, followers, and potential customers in everything you do, consistently, will do several things:


  1. It cements who you are with why you’re in business.

  2. It shows people that you’re authentic.

  3. It engenders trust (only when communicated consistently!).

  4. It attracts the people that believe what you believe.

“People don’t buy what you do, they buy why you do it.” - Simon Sinek


You’ll also want to get in the habit of using your why as your business decision rudder. In order to continue to live your why as a business owner, you’ll need to make a lot of decisions over the lifetime of your business.


Some of those may be hard decisions. A project may come up, or you may have an idea for a new product, and if you don’t check those things against your why, you may wind up moving too far away from it… perhaps into things that don’t communicate who you are and what you believe.


This can be dangerous! Without the rudder that is your why, you may start communicating differently to your audience.

Once you lose the trust of your audience - as soon as they sniff out inauthentic communications - it is nearly impossible to win them back.

“But she said she was here to do XYZ and yet she’s doing ABC… I don’t trust her anymore.”




That is not to say that you can never change your why! An evolution is very different from a paradox of why and communication.


The simple version is: as long as you communicate your why consistently and completely, people will trust you. Some will even understand you exactly, and believe what you believe. Those people are your mega-fans.


Countless studies and statistics have shown that people who trust you will buy from you. Again, people don’t buy what you do, they buy why you do it!

Action Steps:

  1. Write out some sample social media posts, working in elements of your why as communications to your audience.

  2. Share your why with the YPS community! Use the hashtag #MyWhy in the Facebook group or on Instagram.

Keep an eye on your inbox tomorrow for module 2!