The Power of Perseverance in Business

The Power of Perseverance in Business

Forward Forty | Judette Coward-Puglisi

March 24, 2015

Dear Lovelies,

I’m not averse to risk though I’m not even sure from where it comes.  I don’t have a long line of entrepreneurs in my family tree and my parents never painted the virtues of building something with your own sweat and tears.

I do know however that over the years, I’ve conditioned myself to take chances and to live with doubt in the creation of any piece of work I’ve done. Firstly, I’ve always sought to understand the beauty of what I’m  going after and the commitment I’d have to tap deep into for the challenges that will come, as sure as night follows day.

I’m thinking about all of this specifically today as a new project (a student newspaper) I’ve been working alongside with my partner, Abby Brathwaite, gets ready to roll off the press.

Two weeks ago, we had not yet met our advertising quota and Abby placed a call to spell it out: “Judette, we have to come to a decision, we don’t have enough ads, do we press on or do we pull back and wait?”

It was a valid concern. In the publication world advertising is the cream in the coffee, without it you might as well raise the red flag and go into withdrawal.

My response was immediate.

“No, we don’t wait Abby. We press on because we have a great product and a great business model, let’s just work harder at it.”

Thankfully Abby felt exactly the same.

Those who know me will recognise that bulldog trait and the innate belief I’ve always had that sometimes you have to put it all on the line even if it does not work out. And that you do so because without risk there is not art, and without art, the thing that you’re creating, whatever that is, there is no reward.

Here’s the lesson.

If you are launching something new and struggling with a decision about whether to continue with your project or not, know that there is something to be said for relying on a steadying belief in your abilities to see the target and work incredibly hard to get it. Understand the fear, but don’t let it stop you. Commit to taking the risk because you believe.

Today when the Verb Newspaper rolls off the press it will do so with its full complement of advertising. That very fact allows me to appreciate more fully the enormous amount of beauty and belief behind the toughness of perseverance.

I hope you’re inspired.



3 thoughts on “The Power of Perseverance in Business

  1. I needed to hear this today! Thank you Judette. I too started a new project recently and it has not flourished as I hoped, YET! I was just about thinking…..boy what a waste of my time and effort…..this piece has renewed that flame within me.



  2. Can definitely relate to this Judette! Keep on motivating and fueling our entrepreneurial efforts.

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