Humble Beginnings
The overnight success myth
A major reason why people quit is because they only see businesses in their final form, when they’re printing cash and the founders are rich AF.
Most people think that it’s something that happens automatically.
Maybe you have to put a little effort in at the beginning, but it pays off fairly quickly, right?
NO.
The Struggle Phase isn’t some cute little interval of time where you have to put in a ton of effort for a bit but then you immediately “get your time’s worth” back and start stacking cash.
The Struggle Phase lasts way longer than you want it to. And it doesn’t feel cute in the moment. It’s terrible to experience.
You get to a point where you think ‘haven’t I struggled enough?’ and then you get hit with another massive setback and you’re like ‘I guess not’.
That happens over and over and over and over again until you just become numb to the failure.
Most people believe they’re smart enough to Outthink The Process, that if they come up with a good enough plan in advance they can avoid the pain.
The myth of the ‘big launch’
Most people’s egos won’t let them handle the reality of what it takes to grow a business from nothing.
So they fantasize about a ‘big launch’, where they just put something out there and hordes of people go out of their way to seek it out with little to no effort on their part.
“Maybe if I partner with this influencer or if I spend [x amount] in advertising or if I make my logo just right I can be successful right out of the gate”.