So apparently, I like doing hard things. Specifically, building businesses in tough times.
It’s not that I purposely wait until the climate around business is almost uninhabitable, but somehow, that’s when inspiration finds me.
In 2008, the U.S. was in the middle of one of the worst economic crises it had experienced in decades. Big banks labeled “too big to fail” were receiving bailouts, while smaller businesses struggled to survive. People were losing their homes. Uncertainty was everywhere.
That’s when I decided to quit my job and work in my business full-time.
I’ll be honest - the timing wasn’t ideal. I had intended to stay on with my employer for a few more months, long enough for the business income to reach a certain level. But life doesn’t always follow our timelines. The situation at that company had become untenable, and I had to make a decision. I could keep doing what I’ve always done, or I could try something different. I decided to bet on myself and try something different.
Entrepreneurship is a mixed bag of joy and terror. There’s nothing like the freedom of building something that belongs to you. Living a vision that once only existed in your mind is powerful.
But, no matter how much control you may think you have, all businesses are subject to the realities of the world - customers shift, and economies fluctuate. Uncertainty is always part of the journey.
Over the years, I’ve seen businesses come and go. Even more in the wake of the COVID pandemic. Still, life moves on.
Now here we are again.
Another uncertain time. Economic shifts. Political tension. Global instability
And in the middle of it, this brand was born.
Why now?
Because there’s never a perfect time.
There may be more favorable circumstances. More predictable - but there are no guarantees. No one knows when “the right time” will come or how long it will last.
What I do know is this: If there is a dream inside of you that refuses to let go… It’s meant to live.
And the only way it lives is if you start.
I will tell you that starting a business is hard. Starting a business in uncertain times is even harder. But it’s not impossible.
The growth, resilience, and clarity you gain from doing the hard thing in a hard season are the kinds of rewards that don’t come from playing it safe.
Do the hard thing.
It’s worth it.