This question has stuck with me during my entrepreneurship studies in Copenhagen, Denmark. Some believe it is the founder's personality, desires, and cognitive ability to envision a new future. Others claim that the founder recognizes an opportunity based on their previous experience and activities. In theory, it is difficult to determine what is the single source that motivates a founder to start a business. However, in practice, I believe it is essential to reflect on our personal "why". For me, it's the feeling of freedom to be able to imagine something and then implement it, with only me setting the limits. Encouraging creativity and bringing the necessary structure into the chaos - that's what I love to do.