one of the reasons should be to allow you to work at what you want to do and enjoy doing.
eg if someone has got a job in say insurance but their passion is mountain biking then starting a business based around their passion will be much more 'rewarding' to them even if perhaps not earning them as much income as the insurance job.
as they spend their time on their passion they will much happier/ contented inside and that in turn will bring more good things to them.
Whilst money is great to have it can also bring its own problems but a passion is just that!

mike Bailey