Riding the Waves: Finding Light in the Shadows of Small Business Ownership

I must admit that there are times when operating a small business can be mind-numbing. The daily grind of decisions, deadlines, and uncertainties can turn even the most passionate entrepreneur into a temporary doubter. When sales are happening, and products are moving at a nice pace, there’s a comforting rhythm—like a well-oiled machine in motion. You feel purposeful. You’re “in the zone.” The numbers align with the vision, and for a while, everything just… works.

The Amurá Unlimited family celebrating a successful weekend at Long Island Tabletop Expo 2025.

But then comes that inevitable slowdown—the dreaded cycle where the phone is quiet, the website stats stall, and enthusiasm feels buried under the weight of self-doubt. It’s what I call the “walking through the valley of the shadow of...” phase. In those moments, your thoughts grow heavier, your energy thins out, and you find yourself hoping you saved enough “positive” crackers—those little moments of encouragement and belief—to hold you over until the next wave.

And yet, every time I’ve walked that valley, something unexpected happens: clarity. The quiet forces reflection. The slowdown becomes a reset. Without the pressure of constant output, I find myself reconnecting with why I started in the first place. I revisit my mission, my customers' needs, and the creativity that first sparked the venture.

Some of my best ideas have come from these periods. A new product line, a revised marketing approach, a more efficient system—all born from the stillness of a slow month. And with each bounce back, I emerge not just with stronger sales but with a stronger sense of resilience.

Running a small business isn’t for the faint of heart, but neither is growth. If every moment were easy, we’d never develop the grit that makes success so meaningful. I’ve learned to celebrate the highs but also to respect the lows—for they teach, refine, and ultimately elevate.

So, to my fellow entrepreneurs: save your “positive” crackers, yes—but also trust that even in the valley, you’re still on the path. The shadows don’t mean you’ve failed; they’re just reminders to pause, breathe, and believe that light—often brighter than before—is coming.