Simone Kelly - Build a Business You Love (But Not Your Hobby)

When Simone Kelly first began helping families navigate the complexities of senior care, she didn’t just build a company—she built a movement. As the founder and CEO of Seniornicity, Simone’s mission is rooted in empathy, connection, and empowerment. Her company bridges the gap between older adults, families, and trusted care providers, making it easier for people to age well, together. 

But the napkin she brought to Paper Napkin Wisdom goes deeper than business strategy—it’s about protecting your passion and preserving your peace. 

“Build a business that you love, but not your hobby. Because when you need to shut your brain off to your work, you won’t have your hobby to turn to.” 

Simone’s insight is simple, but it carries the kind of wisdom that only comes from lived experience. Entrepreneurs often start businesses around something they’re passionate about. But as Simone points out, when that passion becomes your full-time pursuit, it can consume everything—including the joy it once brought you. 

She shares in this conversation how running Seniornicity—though deeply aligned with her values—requires constant emotional investment. Supporting families through moments of transition takes heart, patience, and empathy. It’s rewarding work, but it’s also heavy. So Simone learned that she needed something outside of her purpose-driven business to recharge her creativity and spirit. 

That’s where the power of this napkin lives. Loving your business doesn’t mean making it your whole identity. In fact, the healthiest entrepreneurs draw energy from outside their enterprises. 

Simone and Govindh unpack how business owners blur the lines between “who I am” and “what I do,” and why that can lead to burnout, resentment, or even loss of self. It’s not about doing less—it’s about finding the balance between purpose and preservation. 

She tells stories of early challenges—moments where she tried to give 100% to everything and everyone, until there was nothing left for herself. Over time, Simone realized that when you build a business around your hobby, your outlet becomes your obligation. There’s no off switch. No mental reset. No safe space to retreat and rejuvenate. 

Instead, she encourages entrepreneurs to build businesses that light them up and to nurture hobbies that fill them up. The two don’t need to compete—they need to coexist. 

It’s a mindset shift that resonates across every industry: Your business can be your mission, but your hobby should remain your medicine. 

 

5 Key Takeaways from Simone Kelly 

1. Love the Work—But Don’t Let It Consume You 

Loving what you do doesn’t mean doing it all the time. Take Action: Schedule intentional “off-business” hours each week where you explore something purely for fun—with no ROI attached. 

2. Purpose Without Boundaries Leads to Burnout 

Simone reminds us that passion must be paired with limits. Take Action: Set clear mental and emotional boundaries—decide when work thoughts stop and personal space begins. 

3. Keep Your Hobby Sacred 

Your hobby is your reset button—it fuels creativity and restores perspective. Take Action: List three things that bring you joy outside your business and commit to one weekly. 

4. Your Business Isn’t Your Identity 

When identity and business merge too tightly, failures feel personal. Take Action: Practice saying, “This challenge is happening in my business, not to me.” 

5. Build a Life That Can Hold Both Passion and Peace 

The best leaders know when to engage and when to rest. Take Action: Create a “recovery ritual”—a consistent way to decompress after major pushes or emotional days. 

 

Simone Kelly’s message is a vital reminder that sustainability in entrepreneurship isn’t about working harder—it’s about designing your life so that your energy, joy, and purpose can thrive together. Build a business that matters. But also build a life that restores you. 

When your business lights you up and your hobbies ground you, you don’t just succeed—you stay whole. 

Now it’s your turn: What’s your takeaway? Write it on a napkin, share it, and tag #PaperNapkinWisdom. 

 

More about Simone Kelly and Seniornicity 

Website: https://seniornicity.com/about 

LinkedIn: https://www.linkedin.com/in/seniornicity/ 

Company Page: https://www.linkedin.com/company/seniornicity/posts/ 

Instagram: https://www.instagram.com/seniornicity/ 

TikTok: https://www.tiktok.com/@seniornicity 

Facebook: https://www.facebook.com/seniornicity/