What truly sets successful entrepreneurs apart? Is it their product, their marketing, or something deeper? While many startups focus on refining their product-market fit, true differentiation stems from something more personal—their unique journey, values, and purpose.
In this episode of our Growth Spotlight series, Dr. Eleftheria (Ella) Egel, Social EdTech Innovator & Startup Sage, Igniter of Women's Business Dreams, dives into the connection between an entrepreneur’s Unique Life Proposition (ULP) and Unique Selling Proposition (USP). With a rich career spanning entrepreneurship, corporate leadership, academia, and social innovation, she shares how aligning personal purpose with business strategy leads to long-term impact and success.
Entrepreneurship is often a journey of self-discovery, and for Ella, this has been a defining aspect of her career. She started as an entrepreneur in her twenties, founding a language school that embodied her passion for education and cultural exchange. While the business was successful, she realised that scaling a venture required deeper business knowledge, leading her to pursue an MBA.
Yagmur: Could you share how your experiences shaped your personal purpose and vision as an entrepreneur?
Ella:
Her corporate experience expanded her business expertise, but something was missing—the sense of personal impact she had felt as an entrepreneur. This led her to explore deeper questions of purpose, driving her to earn a PhD in spiritual leadership and management. Today, she helps entrepreneurs and startups uncover their motivations and build businesses that align with their values and vision.
Many entrepreneurs struggle to stand out in competitive markets. Ella believes that differentiation starts from within—through understanding and embracing their ULP. Entrepreneurs who build businesses around their values, personal experiences, and core purpose create a stronger USP that sets them apart.
Yagmur: How have these experiences influenced your understanding of the connection between personal purpose (ULP) and business success (USP)?
Ella:
Looking back on her early entrepreneurial journey, Ella realised that her language school’s success wasn’t just due to its curriculum; it was about the genuine school environment she created. Her personal commitment, teaching style, and strong connection with students set her apart. She emphasises that when founders infuse their businesses with authenticity and personal values, they foster deeper customer connections and build trust—factors that transcend traditional marketing efforts and leave a lasting impact.
The concept of the ULP is at the heart of Ella’s approach to entrepreneurship. She defines it as the combination of an entrepreneur’s life experiences, core values, innate strengths, and deep-seated motivations—elements that form the entrepreneur’s authentic foundation and uniquely shape their business. She explains that the ULP is the power to embrace our individuality in business.
Yagmur: How would you define a Unique Life Proposition, and why is it important for entrepreneurs to align it with their business strategy?
Ella:
While many businesses focus on their USP, she argues that true differentiation begins with self-awareness. When entrepreneurs align their inner truth with their outer brand, it sparks unmatched clarity, purpose, and a deep connection with customers who share their values.
Discovering one’s Unique Life Proposition is only the first step—entrepreneurs must also translate it into a compelling USP that resonates with customers and drives business success. A compelling USP isn’t just about a product; it’s about telling a story of personal purpose, values, and unique strengths.
Yagmur: How can entrepreneurs looking to create market impact translate their ULP into a compelling USP that resonates with customers? Can you share an example?
Ella:
Ella outlines a structured four-step approach for converting a ULP into a distinctive USP:
Through this structured process, entrepreneurs create more than just a product or service—they build a brand deeply connected to their identity. By weaving their values and experiences into their USP, they not only attract the right customers but also establish a strong foundation for long-term business sustainability.
Ella highlights that authenticity and differentiation are key drivers of success. Entrepreneurs who stay true to their ULP stand out from generic marketing noise, ensuring their message is distinctive and deeply resonant with their audience. They create businesses that feel purpose-driven, credible, and irreplaceable in their market.
Beyond building a successful business, Ella is passionate about social innovation and its contribution to long-term impact. As the co-founder of EOS Academy, she has empowered women to navigate career transitions into entrepreneurship and build sustainable businesses that address societal challenges.
Yagmur: What role does social innovation play in addressing societal challenges and building sustainable businesses?
Ella:
She explains that social innovation is a catalyst for transformative change, tackling pressing societal challenges like unemployment, climate change, and poverty head-on. At its core, it is a collaborative endeavour—breaking down silos, bringing diverse voices to the table, fostering collaboration, and empowering communities to shape their own futures.
Entrepreneurship is a journey filled with uncertainty, tough decisions, and moments of self-doubt. Many founders struggle to define their vision, take bold steps, or balance passion with financial realities. Ella shares practical steps to navigate these challenges.
Yagmur: What advice would you give to entrepreneurs at a crossroads, unsure of how to move forward but eager to create meaningful change?
Ella:
For those looking to connect their personal purpose with their business, Ella shares actionable insights.
By embracing these principles, entrepreneurs can build resilient, purpose-driven businesses that thrive both financially and socially.
Ella’s insights emphasise that entrepreneurship is not just about launching a successful business—it’s about creating a venture that embodies your values and makes a lasting impact. Founders who embrace their ULP, whether through personal branding, social innovation, or overcoming challenges, develop businesses that stand out and endure.
For entrepreneurs at a crossroads, Ella offers a simple yet powerful starting point: self-understanding. Your experiences, passions, and journey are not just part of your story—they are the foundation of your success. When you build a business that aligns with your core purpose, you don’t just differentiate yourself in the market—you create something meaningful, sustainable, and fulfilling.
Your business is more than a product—it’s a reflection of your identity and the impact you aspire to create. Build it with purpose.
Stay tuned for our next Growth Spotlight episode, where we continue to bring you actionable advice from industry leaders driving innovation in their fields!
