When I took over my mom’s event planning business in 2006, I poured everything I had into growing it (in our best year, we did $30 million in revenue!). Then COVID hit.
I don’t need to tell you that no one was planning events during this time, bringing our entire business operation to a screeching halt. As the world navigated this global pandemic, I found a new opportunity with ATI, and I’ve been talking with restoration business owners every day since. I love this part of my job. As an entrepreneur at heart, I can relate to the ups and downs of their ownership journeys.
Speaking of ups and downs, there’s a picture I’ve seen circulating on social media depicting the life of an entrepreneur as a rollercoaster, which feels pretty accurate. Some days, you experience the highest of highs, coasting downhill with ease. Others feel like a torturous uphill slog. And then, there are days that feel like whiplash.
Having spoken with hundreds of business owners over the years, I can confirm this is a universal experience among entrepreneurs. To help others navigate this challenging ride, I’m drawing on my personal experiences and the stories of some incredible owners I’ve connected with over the years to share three key ups and downs of the entrepreneurial journey and tips for staying on track.
Facing The Fear of Failure
Several years ago, our advisory board member and mentor helped me secure a meeting with the CEO of Wendy’s, a huge opportunity for our company.
A seemingly irrelevant fact about me is I’m big on having water wherever I go. Before the meeting with Wendy’s, I did what I always do and grabbed a water bottle from the hotel fridge where we were staying. Once everyone was settled into the meeting, I grabbed my water out of my bag. As I was unscrewing the lid, I noticed the unmistakable golden arches printed on the front of the bottle. So did the Wendy’s CEO. Not only did he point it out immediately, but he held a noticeable grudge for the entire meeting.
Afterward, I called my mentor, who coordinated the meeting, tears welling up in my eyes. His gracious and steady response was pivotal in shaping how I viewed ‘failures’ like these. He told me about the time he lost $40 million at a company he worked for and how he not only lived to see another day but continued to experience great success in his career. The truth is, these flops don’t impact the quality of our company, the value of the services we provide, or the abundance of opportunities out there for us to receive.
While the definition of failure looks different for everyone, we all experience it. The key is pivoting from the cascade of fear that can follow failure: How will I keep cash flow going? Who is going to look out for me and my family? What if an opportunity with another big client never comes? Identify these as fears, not truths, and acknowledge that this moment is pivotal in shaping you to be a more resilient and capable business owner, leader, mentor, mother, father, you name it. Your journey prepares you for the work ahead of you, so check your ego at the door, and embrace it.
Celebrating Wins and Managing the Highs
At one point, my event planning business went up against American Express for a big client. American Express did everything to try to knock us off our game (even offering to buy me out at one point). Truthfully, we were outgunned and outmanned. Despite that, our team gave everything we had to prepare a proposal that ultimately won us the contract. This was a big win for myself, my team, and the future of the company.
The tricky part about reaching these highs is you don’t know if you’re at the peak of the rollercoaster or just the beginning of a bigger climb. Fear can creep in again, causing you to constantly look over your shoulder, wondering when the rug is going to be pulled out from under you. Ultimately, this stems from the same fear that threatened to keep you from making the decisions that got you here in the first place. Now that you’re here, the fear threatens to bring you back down.
You can manage the fears and ride the highs by focusing on two things:
- Celebration! Whatever you do, do not overlook this step. Your team needs to see that you are energized, excited, and grateful for the goal you’ve all worked to achieve. Take the time to acknowledge the people who helped secure this win and enjoy the milestone your company has reached.
- Preparing for Growth: This energy will help you gain the momentum you need to grow out of this win. Check in with your leaders. Are they charged and ready? Are they excited about what’s to come?
Navigating Growing Pains
Going up against American Express to win a big client felt great. That win ultimately propelled us into a season of growth and scaling, and we had to do it fast! In my opinion, this is the most challenging part of owning a business. Your end goal will impact your steps forward, so make sure you have a clear picture of your end in mind. Do you envision your kids taking over your business? Do you have employees who are interested in running it? Are you energized and ready to go for 15-20 more years but want to join with a business partner to open doors to bigger opportunities? If you don’t know the answer to this, tap into that network of great people that I hope you have surrounding you. Ask how they scaled their business and what role their exit plan played in this.
Final Thoughts
In recent years, there’s been a lot of talk about the power of authenticity. Authenticity begins with vulnerability, something entrepreneurs understand deeply. When you’re driven by the need to survive and succeed (because if you don’t put food on the table, who will?), you’re forced to confront your own vulnerability. From that place of raw determination and self-awareness, true authenticity is born. This authenticity isn’t just a personal strength; it’s a tool that allows entrepreneurs to connect with others in meaningful and powerful ways.
In this article, I’ve shared a few times how important the people around you are in navigating the rollercoaster of entrepreneurship. For me, these connections are a lifeline, reminding me that I don’t have to go at it alone. My last piece of advice is this: embrace your authenticity and use it to reach out. Find those who’ve been where you are, who understand the journey, and who can offer guidance and support, even if they’re outside your industry. The entrepreneurial road is tough, but it’s not meant to be traveled alone. Rely on your network, build those relationships, and let others help you as you forge ahead.
Michelle Rubin
Michelle’s journey began in her family’s small business, where she worked after college and eventually succeeded her mother as CEO in 2006. Under her leadership, she expanded the company’s offerings to include global events for multinational corporations, driving exponential revenue growth over the next decade. When the pandemic disrupted the events industry, Michelle leveraged her entrepreneurial expertise to pivot into restoration, joining ATI in 2020 as a Manager. Through hard work and strategic vision, she was promoted to Director and, most recently, Vice President in 2024.
In her current role, Michelle travels across the U.S., meeting with family business owners and connecting like-minded restorers to the ATI family. With her entrepreneurial background, she speaks their language, earning trust and credibility by sharing the same experiences. Michelle takes pride in creating partnerships that benefit both sellers and ATI, fostering a sense of community in the restoration industry.
No matter how far her work takes her, Michelle always returns home to her native Colorado.
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