Recognising When to Hold Steady, Even When the Path is Hard
Introduction
Growing a business can be a lonely journey, often filled with risks that those closest to you may not fully understand. When things aren’t going as planned, it's tempting to second-guess yourself and consider changing direction. But sometimes, the best course of action is simply to stay on track. As Alex Hormozi puts it, just because things are difficult doesn’t necessarily mean your plan is flawed.
Alex Hormozi’s Insight: When Hard Times Don’t Mean Wrong Choices
Alex Hormozi recently posted a Tweet that resonated deeply with me. He reminded me that while things might be harder than expected, this doesn't mean the original plan was wrong. My response to his tweet acknowledged how hard it can be to hold faith in a plan during difficult times. Looking back, what seemed like mountains can reveal themselves as small hurdles, but without hindsight, they feel overwhelming.
My Current Hurdle: Building Momentum in Business
Right now, I’m going through one of these phases. For the past few weeks, I’ve been working hard to establish a content routine on social media. The recording, editing, and publishing processes are up and running, and I’m training staff to support parts of this. I'm waiting on the final pieces for patient gift bags, a personal touch that I believe will enhance our service experience.
Alongside these tasks, I'm immersing myself in my specialist area: supporting people with additional needs and hearing loss. My hope is that this knowledge will enrich our services and set us apart. But despite all this effort, results are still far off. The appointment calendar remains quiet, and I wonder if people understand the unique value of what we offer.
Commodities, Value, and Price Perception
In reality, our service is exceptional — higher quality, more invested, and crafted to truly serve. But from the outside, we may seem like any other commoditised service. Right now, people may choose based on price, not value. Why would they pay more for us when, at first glance, we look the same?
I find myself at a point where faith in the long-term impact of my work is essential. I've reduced my hours in my permanent role to commit to The Tinnitus Guy (TTG) fully, and I can’t afford to turn back now. Truthfully, I don’t want to. What keeps me going is the knowledge that the work I’m doing holds real meaning — if I can build this, people's lives will genuinely improve.
Setting Targets and Staying Consistent
For now, I’m focusing on my goal: reaching 10,000 YouTube followers by 31/12/24. It’s ambitious, given that we currently have just one subscriber, but I believe we’ll get there. My aim is to consistently produce valuable content and build a reliable process for sharing it.
Consistency is key, and I’m hopeful that with time, the results will follow. Keeping faith in this stage requires patience, especially when current circumstances feel uncertain. But with each step, I know we're building something worthwhile.
Reflection: "This Too Shall Pass"
When moments of doubt creep in, I remind myself of the phrase, "This too shall pass." It’s the story of a king who sought an inscription for his ring, one that would make him happy when sad and sad when happy. "This too shall pass" reminds us that every emotion and circumstance is temporary, always giving way to its opposite.
I look forward to writing another blog post in the not-so-distant future, reflecting on this moment as a small step in the journey. Right now, it may feel daunting, but I trust that, in time, this will be another hurdle we’ve overcome.
Final Thoughts: Moving Forward with Belief
Growing a business isn’t easy, and moments of doubt are inevitable. But it’s crucial to remember why we started and to keep moving forward with conviction. One day, I’ll look back on this period and see it as the foundation for everything we’ve achieved. Until then, I’ll keep building, sharing, and believing in the work that lies ahead.
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