i'm not sure if it's as simple as finding what you love. starting a company comes with lots of things you must force yourself to do in order to achieve the dream. just like getting a girl requires you to swallow your pride and risk rejection. you may love to run, but not waking up every day at 6am to practice for that marathon, even though the end result could be an experience of a lifetime. the self help can be of great help in pushing you to work a little harder towards your goal, and it does work. At least i can give it credit for helping me identify and overcome some self limiting beliefs i wasn't even aware i had.