Is it actually a good idea to turn your personal challenges into a business opportunity… or is that just a romantic story we tell ourselves? 
It’s a question that comes up regularly in my coaching business.
During my recent kōrero with Miah Faumuina, founder of Dulve, it was the perfect time to address it.
In her mid-20s Miah was dealing with hormone and gut health issues, and when she started reading the ingredient labels on the plant-based milks she was drinking, she realised many of them contained highly processed ingredients that didn’t sit well with her.
So she did what many curious, slightly stubborn entrepreneurs do… she started experimenting. 
Miah began testing homemade milk recipes with a chef friend. When they finally landed on something that was nourishing and actually tasted good (a rare combo in the “healthy milk” world), a bigger idea started forming.
If the product she wanted didn’t exist…
Maybe she had to create it.
Eventually, that idea became Dulve, a plant-based hemp milk designed to be silky, barista-friendly, and free from oils, gums, and added sugars.
But Miah’s story raises a bigger question for all of us in business:
Just because you can turn a personal struggle into a business… should you? 
The upside of turning a personal struggle into a business
There are some serious advantages to building a business from your own lived experience. And Maia’s journey shows this beautifully.
- You deeply understand the problem
Maia wasn’t guessing what consumers wanted. She was the consumer.
She knew:
• What ingredients made her feel awful.
• What tasted bad.
• What felt misaligned with her values.
That level of insight is hard to fake and incredibly powerful in business. It’s one of the biggest perks of turning a personal struggle into a business that solves a real problem. - Your values become non-negotiable
Throughout the formulation process, Miah refused to compromise. Even when it would have been cheaper or easier.
She said no to dodgy ingredients and misleading marketing claims. Even when her food technologist suggested “standard” industry shortcuts, she held firm:
“That’s not what I believe in. That’s not me.”
That clarity? It came directly from her personal health journey and cultural upbringing. It’s a key reason why turning a personal struggle into a business based on your values can give your work purpose and focus. - You can stand proudly behind what you sell
Miah wants her whānau, friends, kids, nanna, … well, everyone really, … to consume Dulve confidently.
That kind of integrity builds trust fast and lasts long.
The hard truth about turning a personal struggle into a business 
It’s not all purpose and passion. There are real downsides, and Miah got a pretty good taste of all of them.
- It’s emotionally intense
When your business is tied to your body, values, culture, and identity, doing what’s right for your business and your private life can feel impossible.
One of Maia’s toughest moments came when a key ingredient wasn’t delivered, and as a result, production was at risk. A major crisis.
At the same time, her uncle passed away.
Being pulled in two directions between personal life and business is a side of turning your personal struggle into a business that no one talks about. It’s much more than 1 plus 1. It’s brutal. - Passion doesn’t remove complexity
Even with a clear “why,” Maia still faced:
• 50+ formulations
• misquoted ingredients that were 30x more expensive
• months stuck in manufacturing contracts
• being pushed off production lines
• no government funding support
A personal mission doesn’t magically make business simpler.
Is turning a personal struggle into a business right for you? 
Yes, if you do it consciously.
Turning a personal struggle into a business successfully works best when you pair :
- emotion with strategy
- values with boundaries
- vision with support
Miah didn’t just feel her way forward. She validated the market, sought mentors, worked with experts, and gave herself space to reset when things got heavy.
Tips for turning a personal struggle into a business 
If you’re considering turning your own challenge into a business, here are some grounded, real-world tips inspired by Miah’s journey:
Before you leap
- Ask: Is this a “me problem” or a “many people problem”?
- Validate the market, even if your gut feels sure.
- Do the research and make informed decisions.
- Make peace with the fact that passion ≠ ease.
During the messy middle
- Take calculated risks, not reckless ones.
- Only look two steps ahead if that’s all you can manage.
- Build a mentor circle. Don’t do this alone.
- Let yourself pause when emotions run high (clarity loves quiet).
To protect yourself
- Create daily grounding rituals (nature, movement, stillness)
- Separate your worth from your business performance.
- Remember: you are allowed to change your mind, pivot, or rest.
- Know your strengths and weaknesses. What do like to do yourself and what needs delegating?
And most importantly
- Don’t dilute your values just to move faster.
- Build something you’d proudly give to the people you love.
- Let balance exist. Croissants and mezcal included
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Final thoughts on turning a personal struggle into a business
Miah’s story is a powerful reminder that our challenges don’t have to define us, but they can inform something meaningful, nourishing, and world-changing.
Just don’t romanticise it.
Where to find Miah or Dulve
Email: miah@dulve-in.com
Website: www.dulve-in.com
LinkedIn: linkedin.com/in/miahfaumuina
Instagram: @dulve_in
Facebook: www.facebook.com/DulveIn
