Making big, scary decisions is a critical part of being a small business owner.
Knowing how to handle critical decisions is a skill that entrepreneurs learn over time. Take the example of James Dawson, the inventor of TEA+. TEA+ is a vitamin-infused hot drink, an idea which James thought would kick it off well among health-conscious millennials. The idea was to create a health-conscious product and brand which was both appealing to health-conscious people while being quite playful and informal. Unfortunately, sales petered out and the business seemed to be at an impass. James knew that he had to target a new market, so he started his business again from scratch.
James’ new brand was one that was more serious and authoritative, which proved to be a good way to go. It wasn’t easy, as he had to scrap three years of work which he had put into building the business up. Sometimes, making the right choice is very difficult, but necessary for progress to be made.