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EXECUTION Should you persevere when you don't believe in your business?

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Eric SDA

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Jun 12, 2018
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Hi all,
I'm going through a mentally challenging time and looking for advice and guidance from more experienced people.

In Aug 2020 I launched my first business, a health supplement company selling vegan, organic products and right now it's breaking even on a monthly basis.

The issue is even though I love our products and I've formulated them to be the best possible with max health benefits, I don't believe there is a need for it and hardly take health supplements myself.

The reason I started was to launch something on Amazon, make some £ so I could leave my day job. I chose this niche out of lack of experience. Now working full time on this.
I'm passionate about creating/building things that solve real problems and have genuine needs rather than just something mediocre/generic and hope to win with marketing/branding.

Every time I speak about my business to someone it hits me like guilt shot that I'm using an inauthentic script I don't truly believe in.

How can I know if this is self-sabotage because things are hard and how do you persevere when you don't believe in something?

I've got a business partner and don't want to let him down.

A CENTS Evaluation violates commandments of Need, Entry and Control.
 

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Kybalion

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Here's how I see it.

You've invested your time, money, and energy into getting your business to a point where it's breaking even.

It doesn't matter if you don't see the need for your product - people are buying it, so they obviously see the need for it.

I don't know anything about your business right now, but I know this:

The first sale is the most expensive one...

Many businesses are breaking even on the first sale (some are willing to lose money to acquire new customers).

If you can find a way to get your existing customers on a list and upsell your products to people who've already bought you'll probably become profitable.
 

MTF

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In Aug 2020 I launched my first business, a health supplement company selling vegan, organic products and right now it's breaking even on a monthly basis.

The issue is even though I love our products and I've formulated them to be the best possible with max health benefits, I don't believe there is a need for it and hardly take health supplements myself.

I'd say it's self-sabotage.

You may not believe there's a need for it but the fact that it's breaking even after just a few months shows there is a need.

And also, there are some established brands in this niche and the industry is rapidly growing (due to the rising popularity of veganism) so it may be your ultimate Fastlane business.

Example:

As for this:

A CENTS Evaluation violates commandments of Need, Entry and Control.

Need - we already established it doesn't violate it.

Entry - well I'm not sure if it's really that easy to create a supplement brand. It sure isn't a blog.

Control - this is often violated, sometimes temporarily, sometimes permanently. In the first case, figure out how to start selling more through other channels. In the second case, just grow the business as much as you can and reinvest the earnings into something else.
 

Eric SDA

New Contributor
Jun 12, 2018
6
12
13
Thanks, guys appreciate the support.

I recognise this is more mental block than an actual problem. Maybe its not the business for me in the long run but the learnings have been life changing. And perhaps trying to find a quick fix and escape route. I'll continue to assess over next 6 months and see how it goes.

I've always struggled with sticking with things - girls, jobs, place I'm living and now this. I'm always looking for something better and with quick wins. Learning to be more aware of the BS beliefs and look at reality objectively.
 

MTF

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I've always struggled with sticking with things - girls, jobs, place I'm living and now this. I'm always looking for something better and with quick wins. Learning to be more aware of the BS beliefs and look at reality objectively.

I struggled with this so much as well (mostly business-wise, not girls and jobs lol).

Perhaps this post will help:
 

Stargazer

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Sounds like you are doing fine.

If you could grow it more you can then take a step back and bring someone else in if you are Ltd company (I am assuming you are in the UK as you used a £) as you would still be a major shareholder.

You then have a nice stepping stone for other ventures if you really don't get on mentally with this one as you will be more 'back-able' if that makes sense.

By the way, Tesco's have an internal email suggesting they will have a plant-based protein meat free alternative to every meat product they sell by 2025 and are targeting a 300% increase in this market by then too.

I doubt the Board are Vegetarian/Vegan but they are aware of the market just like you so don't sweat it.

Dan
 
Last edited:

Eric SDA

New Contributor
Jun 12, 2018
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12
13
Sounds like you are doing fine.

If you could grow it more you can then take a step back and bring someone else in if you are Ltd company (I am assuming you are in the UK as you used a £) as you would still be a major shareholder.

You then have a nice stepping stone for other ventures of you really don't get on mentally with this one as you will be more 'back-able' if that makes sense.

By the way, Tesco's have an internal email suggesting they will have a plant-based protein meat free alternative to ever meat product they sell by 2025 and are targeting a 300% increase in this market by then too.

I doubt the Board are Vegetarian/Vegan but they are aware of the market just like you so don't sweat it.

Dan
Thanks Dan,
This is my plan, to hire someone to run the marketing side of it although I'm happy to do operational work. I want to give it a chance and focussing more on learning how to grow a business than worrying too much about if I consume or believe in supplements.

Appreciate your feedback and the Tesco comment. Cheers!
Eric
 

Walter Hay

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Having been in sales and marketing for many years I have no doubt that sales people who succeed really believe in their product, otherwise they struggle to sell it.

Your self doubt and self examination could be the life changer that you need. It is probably time for you to do what you should have done at the beginning: Research.

You will find online a massive number of stories written by people whose lives have been improved as a result of dietary changes and the use of supplements in particular. If those countless thousands of people want and need such products isn't your business meeting a need?

Walter
 

Jack Hammer

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The issue is even though I love our products and I've formulated them to be the best possible with max health benefits, I don't believe there is a need for it and hardly take health supplements myself.

Your product may not have a noticeable effect for you, but we all respond differently to different compounds. What do your customers say? Are any of them passionate about your products? Or do they all buy once and not return? If you have even a small base of die-hard customers, you may be onto something.
 

Eric SDA

New Contributor
Jun 12, 2018
6
12
13
Having been in sales and marketing for many years I have no doubt that sales people who succeed really believe in their product, otherwise they struggle to sell it.

Your self doubt and self examination could be the life changer that you need. It is probably time for you to do what you should have done at the beginning: Research.

You will find online a massive number of stories written by people whose lives have been improved as a result of dietary changes and the use of supplements in particular. If those countless thousands of people want and need such products isn't your business meeting a need?

Walter
It is and thank you.

A lot of people react as if I'm selling snake oil when I speak of these products even though mine are organic, vegan and natural and this makes me question my beliefs time and again.

But I've also had people come back and say they're loving my products and it's the best.

Thank you guys for pulling me back on track.
 

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Eric SDA

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Jun 12, 2018
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12
13
Your product may not have a noticeable effect for you, but we all respond differently to different compounds. What do your customers say? Are any of them passionate about your products? Or do they all buy once and not return? If you have even a small base of die-hard customers, you may be onto something.
There are several repeat customers and they told me they love it. But I struggle to compete due to a small marketing budget and a few people also react negatively when I mention health supplements (even though mine are natural, organic and vegan).

This really gets to me where I often forget about the good die-hard fans.
 

Alxf

Contributor
Feb 28, 2021
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Japan
....
Every time I speak about my business to someone it hits me like guilt shot that I'm using an inauthentic script I don't truly believe in.

How can I know if this is self-sabotage because things are hard and how do you persevere when you don't believe in something?

I've got a business partner and don't want to let him down.

Hey Eric. I'm new here (intro coming soon, I swear), but I'm going to go against the grain.

I don't think you should continue to try to force yourself to do something that you don't believe in. Trying to convince yourself to continue doing something that's inauthentic is a habit that's bad for your soul - and likely for your bottom line.

It doesn't matter that you have customers who love it. Customers will love all sorts of things, but it doesn't mean that you have to be the one that provides them.

People change, interests change, beliefs change.

Perhaps you truly believed in your product at one time. Now you don't. That's ok. I'll tell you a brief story of mine.

I run a tutoring agency. We specialize in math and science, because I love teaching math and science. At some point clients started asking for college admissions help. It's a big, lucrative market, and so I said OK - lets provide this service.

We did for a bit, and then it hit me: the truth was that I didn't believe in college admissions help - even though it was actually a very effective product solving a real 'problem' - because I didn't believe in college. I couldn't tell customers with a straight face that we would be glad to help to them with admissions, schools, essays etc because I felt (and still feel) like that for vast majority of them it was just a huge f'n scam (MJ calls it a 'hyperreality' in Unscripted) and I didn't want to contribute to it.

I stopped, focused on what I believe in - or at least what I don't feel inauthentic about - and immediately felt much, much better.

The fact that you have to perform these mental gymnastics to convince yourself to continue should be a huge red flag. It's one thing to persevere in a direction you believe you should go, even if the road is long and uncertain. It's entirely different to preserve in a direction you don't believe in.

You may have to let people down, but you will also let your boss and coworkers down when you eventually quit your job. That's life. Do your best to make it as painless for your partner as possible. Sell him your share. Would he really want you to continue when you don't really believe in what you are doing? How effective will you be going forward?
 

Calvert79

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Hey Eric. I'm new here (intro coming soon, I swear), but I'm going to go against the grain.

I don't think you should continue to try to force yourself to do something that you don't believe in. Trying to convince yourself to continue doing something that's inauthentic is a habit that's bad for your soul - and likely for your bottom line.

It doesn't matter that you have customers who love it. Customers will love all sorts of things, but it doesn't mean that you have to be the one that provides them.

People change, interests change, beliefs change.

Perhaps you truly believed in your product at one time. Now you don't. That's ok. I'll tell you a brief story of mine.

I run a tutoring agency. We specialize in math and science, because I love teaching math and science. At some point clients started asking for college admissions help. It's a big, lucrative market, and so I said OK - lets provide this service.

We did for a bit, and then it hit me: the truth was that I didn't believe in college admissions help - even though it was actually a very effective product solving a real 'problem' - because I didn't believe in college. I couldn't tell customers with a straight face that we would be glad to help to them with admissions, schools, essays etc because I felt (and still feel) like that for vast majority of them it was just a huge f'n scam (MJ calls it a 'hyperreality' in Unscripted) and I didn't want to contribute to it.

I stopped, focused on what I believe in - or at least what I don't feel inauthentic about - and immediately felt much, much better.

The fact that you have to perform these mental gymnastics to convince yourself to continue should be a huge red flag. It's one thing to persevere in a direction you believe you should go, even if the road is long and uncertain. It's entirely different to preserve in a direction you don't believe in.

You may have to let people down, but you will also let your boss and coworkers down when you eventually quit your job. That's life. Do your best to make it as painless for your partner as possible. Sell him your share. Would he really want you to continue when you don't really believe in what you are doing? How effective will you be going forward?
I kinda agree with this.

I can see it from both sides. I've wanted to quit my business a million times and each time I don't, it doesn't take long for me to hit the next level and I'm super glad I didn't give in.

BUT I do have an intense passion and love for what I do. I could talk about it all day long and I live and breathe that passion. Without that, I wouldn't want to go on because it's THAT that gets me through the normal up and downs of business and wanting to quit.

It sounds to me as if you're not 100% in to these products, whether they're organic or not. Are you vegan or vegetarian? Because if not, it could be an integrity issue for you. It's just the vibe you're giving off. Health supplements are popular but honestly, when I see them on my social I roll my eyes too. Another bloody vegan couple trying to sell me a smoothie blend or some shit. But that's just me, I'm an ex-vegan so I get snooty LOL

But yeah, it doesn't sound like you love your products and so selling them will feel like more of an uphill struggle. I'd get to the root of what it is about the product you're not vibing with.

Just my two cents.
 

Walter Hay

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I have never sold a product that I didn't believe in but I did sell a product that was outside my field of interest. This is how it happened:

I was running my highly technical industrial chemical business and had no interest in manufacturing or selling consumer products.

One Christmas eve a person came to my factory with a request that I analyze a consumer product that he wanted to improve if possible. He was a family man, struggling to make ends meet, and I am a softie, so I agreed.

My analysis took me about 30 seconds and was sufficient to show me that I could vastly improve on that product. I designed a new formula, including making an ingredient that at the time didn't exist. The product performance was outstanding.

I sold him a sizeable quantity and within a couple of weeks he ordered more, and he took the market by storm. I was happy to provide the product because it not only solved his problem but also overcame a safety issue that potentially affected every road user.

Although I had no interest in the product other than the satisfaction of solving a problem, the market was massive and he became one of my biggest customers.

If I had turned my nose up at the request because of lack of interest in such a product, I would have failed someone in need and would have allowed a real danger to motorists to continue.

Walter
 

WJK

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Thanks, guys appreciate the support.

I recognise this is more mental block than an actual problem. Maybe its not the business for me in the long run but the learnings have been life changing. And perhaps trying to find a quick fix and escape route. I'll continue to assess over next 6 months and see how it goes.

I've always struggled with sticking with things - girls, jobs, place I'm living and now this. I'm always looking for something better and with quick wins. Learning to be more aware of the BS beliefs and look at reality objectively.
Are your feelings are misplaced? I think there's a big difference between developing the product and creating a start-up business -- and operating the day-to-day resulting business. You identified above that you like the beginnings but not the grind once things get going. You need a business manager who likes to actually run the business.
 

MJ DeMarco

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Interesting...

You should have complete faith in your product, however, you DO NOT have to be an avid user of it.

If I didn't believe the things I wrote in TMF/Unscripted, I wouldn't bother representing it.

In other words, if I wrote a book on how to save your money for 50 years from your job to get rich, I don't think Id' sell many copies, simple because I don't believe in what I'm doing, the product, or the philosophy.

Providing value can be intoxicating.

But if you don't believe in that value for your audience , it can be a bit disadvantageous.
 

Tiago

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I was debating something similar in my mind a couple of days ago, and an insight emerged.

What if instead of focusing on your preferences, on your likes, dislikes, preferred ways of doing things, what if instead of all this you just focusing on serving the moment?

Get really still, and see what the moment is requiring of you.

For me, it required me to step into my leadership, and focus on the OTHER person, instead of me. And intuitively, I know that the more I give to the world, the more it will come back, in ways that I can't even foresee yet.

So instead of controlling your business to be exactly the way you want, so that it can appeal to your preferences, focus on serving the moment and let what has to come, come.

A book that has been discussed here quite a bit is The Untethered Soul, by Michael Singer. Maybe you could take a look at it.
 

Peter Kay

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Nov 7, 2019
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Hey Eric. I'm new here (intro coming soon, I swear), but I'm going to go against the grain.

I don't think you should continue to try to force yourself to do something that you don't believe in. Trying to convince yourself to continue doing something that's inauthentic is a habit that's bad for your soul - and likely for your bottom line.

It doesn't matter that you have customers who love it. Customers will love all sorts of things, but it doesn't mean that you have to be the one that provides them.

People change, interests change, beliefs change.

Perhaps you truly believed in your product at one time. Now you don't. That's ok. I'll tell you a brief story of mine.

I run a tutoring agency. We specialize in math and science, because I love teaching math and science. At some point clients started asking for college admissions help. It's a big, lucrative market, and so I said OK - lets provide this service.

We did for a bit, and then it hit me: the truth was that I didn't believe in college admissions help - even though it was actually a very effective product solving a real 'problem' - because I didn't believe in college. I couldn't tell customers with a straight face that we would be glad to help to them with admissions, schools, essays etc because I felt (and still feel) like that for vast majority of them it was just a huge f'n scam (MJ calls it a 'hyperreality' in Unscripted) and I didn't want to contribute to it.

I stopped, focused on what I believe in - or at least what I don't feel inauthentic about - and immediately felt much, much better.

The fact that you have to perform these mental gymnastics to convince yourself to continue should be a huge red flag. It's one thing to persevere in a direction you believe you should go, even if the road is long and uncertain. It's entirely different to preserve in a direction you don't believe in.

You may have to let people down, but you will also let your boss and coworkers down when you eventually quit your job. That's life. Do your best to make it as painless for your partner as possible. Sell him your share. Would he really want you to continue when you don't really believe in what you are doing? How effective will you be going forward?
I would contribute to this thread too.
I have been watching this thread closely because am experiencing the same challenge in my business which I happen to have launched at the same time (August 2020) as @Eric SDA 's.
It's a jewelry eCommerce business, I started the business during the lockdown just as an experiment to make a quick buck without leaving my day job. we are 6 months in running and growing so fast unexpectedly. The first month of operation we sold out and realized that we underestimated the market when we were sourcing the first batch of products and we got so many positive comments and we have had returning customers.

To be honest, am not a jewelry person, I don't even use the products that I sell to others. In the previous months, I started to question myself the same way @Eric SDA is doing. What need/problem am solving? How did I get into this business? For how long am I going to be dealing in jewelry?.
These have been hard questions for me to process.

UNSCRIPETD: Chapter 41; Make Execution Matter: 13 Best Practices

#9 SHELVE YOUR BIASES


I would presume everyone here has read the UNSCRIPTED, the chapter quoted above talks about the 13 best practices of making execution matter. Practice no. 9 in particular has helped me so much to keep moving forward. I have always referred back to that chapter a lot of many times to just keep my mind in a proper direction.
It helps me to remind that my beliefs and biases don't matter when it comes to the market mind. I may not need what I have to offer but there is someone out there who needs it and gets satisfaction from your product.

Just keep this at the back of your mind, your biases and beliefs don't matter if you're
Hi all,
I'm going through a mentally challenging time and looking for advice and guidance from more experienced people.

In Aug 2020 I launched my first business, a health supplement company selling vegan, organic products and right now it's breaking even on a monthly basis.

The issue is even though I love our products and I've formulated them to be the best possible with max health benefits, I don't believe there is a need for it and hardly take health supplements myself.

The reason I started was to launch something on Amazon, make some £ so I could leave my day job. I chose this niche out of lack of experience. Now working full time on this.
I'm passionate about creating/building things that solve real problems and have genuine needs rather than just something mediocre/generic and hope to win with marketing/branding.

Every time I speak about my business to someone it hits me like guilt shot that I'm using an inauthentic script I don't truly believe in.

How can I know if this is self-sabotage because things are hard and how do you persevere when you don't believe in something?

I've got a business partner and don't want to let him down.

A CENTS Evaluation violates commandments of Need, Entry and Control.

to do business.
 

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