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Does your startup pass the 'ikigai' test?

Is your startup your ‘reason for being’? Is it what you are good at and love? Then you must check out you ikigai (pronounced: ee-kee-gah-ee)

Sam Simpson
Published 7th July 2026

Does your startup pass the 'ikigai' test?

My work motto has always been "Wake up every day and do your best at something you love and great things will happen"...Recently I heard a young legal engineer talking about his passion for what he did and he mentioned 'ikigai'. Intrigued, I checked Wikipedia and it says "The term 'ikigai' compounds two Japanese words: iki (生き) meaning "life; alive" and kai (甲斐) meaning "(an) effect; (a) result," (sequentially voiced as 'gai,' resulting in "a reason for living [being alive]; a meaning for [to] life; what [something that] makes life worth living."

The diagram really resonates with me, doing what you are good at, you love, what the world needs and what people will pay for:

TODO - Uploaded image description

It is said that the other intersections not shown are:

  • What you are good at + what you love + what you can be paid for = Satisfaction but feeling uselessness

  • What you are good at + what you love + what the world needs = Delight and fullness, but not wealth

  • What you love + what the world needs + what you can be paid for = Excitement and complacency but sense of uncertainty

  • What the world needs + what you can be paid for + what you are good at = Comfortable but feeling of emptiness

Before you take the plunge and run with your new idea, where does it sit? If you have ikigai then that's a great start.

YouTube video to learn more.


At FounderCatalyst, we help founders make their UK startups investor-ready, close funding rounds, and motivate their teams. We handle SEIS and EIS advance assurance, fundraising legal paperwork, data rooms, cap table management, and set up EMI and unapproved share option schemes. Book a call with an expert to learn more.

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