Walking in non-essential shoes is one of the most painful treks one can try. Let’s take a hike.
Step. Early in the Corona scare, you wake up one day to find your business has been deemed non-essential for the good of the country. Fifteen years of scratching, clawing, and toil to gain control of your destiny and make a better life for your family. Then poof! most of that sweat equity evaporates in a fireball of fear.
To you and your family, your business isn’t simply essential, it’s existential. It is everything! The sum total of years of planning, hard work, sacrifice and pain, all which you were willing to suffer in order to achieve your life-long dream of owning your Small Business. Now, the future you worked for is facing extinction at the very moment you were about to reap the great rewards of your unrelenting efforts.