Your Business Isn’t Failing. You’re Just in the Dip.
Running your own thing harder than you thought? You’re not failing — you’re just in the part nobody talks about.
Listen, when I started Tash Jaye, I just knew it was going to take off. I’d spent the last six years running other people’s businesses — surely I had this down. Honestly, I thought I might even do it a little better because, let’s be real… some of them were raggedy.
So in my head, it was simple: I’d launch my brand, the people would flock, and boom — success. But you know what they say about assuming 👀.
Here’s what I found out instead: the confidence I borrowed from past wins was no match for birthing something of my own. The decisions felt endless. And even though I’d worn plenty of hats at a tech startup, it’s a whole different game when you’re the one both wearing the hats and driving the boat.
Why It Feels Harder Than You Expected
If you’ve started something of your own, you’ve probably felt it too — that moment when all your experience and excitement suddenly feel small next to the weight of building something new. We all get a little too hype. Romanticizing the journey, setting wild expectations, and convincing ourselves we’ll be different — we’ll get it right, and fast.
Psychologists call it ‘climbing Mount Stupid’. Your confidence is sky-high, but your actual experience hasn’t caught up yet. And then, reality sets in. The work takes longer than you thought, the decisions feel heavier than you expected, and progress moves a whole lot slower than you planned.
That’s the moment you slide into the confidence dip, just how much you don’t know hits you all at once.
And here’s the thing:
✔ Most people stop right there.
✔ They quit in the dip.
✔ They let the stumble convince them that the dream wasn’t real.
But the truth is: if you can push through the dip, that’s where growth and clarity live. That’s where you stop faking confidence and actually build it.
So how do you keep going when you’d rather pack it up and binge Netflix?
Here are three things that helped me:
1. Pick a lane and pace yourself.
You can’t do everything at once — and trying will just wear you out. Pick one area to focus on, whether it’s your service, your systems, or your marketing, and give it your best. It’s like dating: you can’t build something solid while juggling five situationships. Choose your lane, lean in, and remember — slow and steady is what actually builds momentum.
2. Be willing to learn, even when it humbles you.
Yes, you’re smart. Yes, you’ve got receipts. But this season requires new skills. Take the course. Ask the “dumb” question. Google at 2 a.m. if you have to. Humility here will save you headaches later.
3. Celebrate your “small” wins like they’re big ones.
Signed your first client? That’s huge. Posted about your business consistently? Legendary. These small victories keep your momentum alive when the dip tries to steal your confidence.
The Dip Is Dippin’, but Don’t Stop Here
The dip will lie to you. It’ll tell you you’re failing when really, you’re just in the messy middle. Don’t quit there. That’s the exact place where the growth kicks in.
That’s why I built Show Up Different — because I know what it’s like almost to tap out. But you have it in you to push through and come out stronger. If you’re in that season right now, pull up. Let’s climb together.
