What does it mean to be "in it for the honey"?

Honeybees make honey because it's what sustains them, their hive, their community. It's intrinsic to who they are. The honey is both the work and the reward. The process and the purpose.

When we say we're "in it for the honey," we mean we're building businesses for the sweeter things in life:

• Work that aligns with who we are
• Impact that extends beyond ourselves
• Legacy that outlasts the quarterly report
• Community that thrives because we existed
• Meaning that money can't buy

Profit matters, but so does everything else on this list.

• You've ever felt out of place at a startup event where everyone's talking about "crushing it".
• You've questioned whether growth is worth it if it requires compromising the things that mattered when you started.
• You define success by the life you're building, not just the business you're scaling.
• You believe your work should contribute to something larger than your bank account.
• You're playing the long game — thinking in years and decades, not just quarters.
• You want to build something you'll still be proud of in 20 years.

If you're building this way, you know how isolating it can feel.  Most entrepreneurship content celebrates growth at any cost. Most business communities optimize for revenue, not impact.

But there's a growing movement of people who define success differently. People who:

• Prioritize purpose alongside profit
• Measure impact in communities built, systems improved, and lives changed, not just income

In It For The Honey exists to tell those stories. To prove that this path is legitimate and that purpose-driven business isn't naive — it's necessary.

Join the conversation. Listen to people like you.