Navigating the Valley of Despair in Business
The Valley of Despair is a term used to describe the emotional state that people experience when they're going through a period of extreme resistance to reaching a goal or a moment of significant change. This can bring up feelings of loss, shame, doubt, depression, and failure. And yes, despair. But it can also inspire profound insights and personal growth.
In this blog post, I’m going to chat about my own experience with the Valley of Despair, what I’m doing to navigate through it and the lessons I’m learning in the depths of it.
This post is purely based on personal experience & opinion. I am not a licensed therapist, counsellor, or doctor. If you feel you require assistance or support with whatever you might be struggling with, please consult a professional.
The Highs Before the Valley
My creative business started as a passion project—an outlet to bring my ideas to life beyond client work. But it never felt like work.
Evenings and weekends were spent designing and uploading to print-on-demand sites, fueled by pure excitement. Wanting more control over quality and customer experience, I opened an Etsy shop and began managing inventory myself.
Greetings from Home postcard design
By January 2020, my side hustle became my full-time job.
Despite the challenges of the pandemic, my Greetings from Home postcards kept my business thriving.
Over four years, I built seven revenue streams, including e-commerce, in-person markets, wholesale, print-on-demand, distribution deals, licensing, and freelance work. Everything felt like it was on an upward trajectory—until it wasn’t.
Early Signs of Trouble
By 2022, sales began to dip. First, e-commerce, then wholesale. I monitored data, cut unnecessary expenses, and invested in coaching to refine my strategy and alleviate burnout.
While helpful, coaching revealed a deeper issue: my work was no longer aligned with my true passion or strengths.
I waited it out and kept things as-is until I had more data. But I started to see these red flags weren’t going away. I talked about this in another blog post.
Entering the Valley of Despair
“The burnout deepened into an identity crisis: Who was I without this business? What did I truly have to offer?”
Despite my efforts, revenue dropped drastically—from $20K months to just $3-5K. I exhausted savings, took on debt, and even sought external employment. Nothing seemed to work. The burnout deepened into an identity crisis: Who was I without this business? What did I truly have to offer?
I turned to tarot, a long-time interest, for self-reflection and launched a YouTube channel. Reading at a local metaphysical shop helped supplement income. But the economy worsened, and my product-based business continued its decline.
The Darkest Moments and Radical Acceptance
Sales plummeted 75-80%. I questioned my purpose, felt hopeless, and struggled to find motivation. Days blurred into one another as I wrestled with the idea of giving up entirely. The pressure to “fix” things made it worse.
Then, I surrendered. I released expectations, stopped forcing creativity, and prioritized emotional well-being. I embraced rest, listened to my emotions, and leaned into self-care—whether that meant working out, meditating, or stepping away from social media.
Emerging with a New Perspective
I’m not fully out of the valley, but I’m learning to detach from outcomes and stay present. Curiosity has replaced fear. I celebrate small wins and accept difficult days without letting them define me. My focus has shifted from rigid planning to allowing new possibilities to unfold naturally.
I still don’t know what the future holds, but I’m trusting myself more. My journey has shown me that resilience isn’t about pushing harder—it’s about adapting, listening, and letting go when needed.
You’re Not Alone
“ You are not a failure. Your journey is not over. Be kind to yourself and take it one day at a time.”
If you’re navigating your own Valley of Despair, know this: You are not a failure. Your journey is not over. Be kind to yourself and take it one day at a time.
Looking for professional guidance? Here’s a resource to help. You may also find this article on the Valley of Shit vs. Pit of Despair insightful.
Be gentle with yourself. You’re not alone—I’m here with you.
Have any tips for getting through the Valley of Despair? Share your story below!
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