This week, I had an incredibly sobering conversation with someone that really made me reflect on the stages of a business owner’s journey. It all came down to an analogy I heard about business clients and consultants. If you imagine a waterfall, and then picture businesses on the river, stay with me—I think I can explain. Here is the power of the Waterfall Analogy.

1. The Calm Before the Rapids: Running Without a Thought of the Falls

Many business owners are happily floating above the waterfall. They’re running their businesses day in and day out, completely unaware of the rapid currents ahead. They believe that everything is fine and that they are in control. There’s no inkling that something could unmoor their boat from the dock they’ve built and send them over the falls.

It’s easy to get comfortable in the day-to-day operations, assuming that “smooth sailing” will last forever. But without careful attention to the bigger picture, danger can sneak up when you least expect it.

2. The Drift: Realizing Something’s Wrong, But Too Optimistic to Act

Then there are those who have started drifting. They feel something’s off, but they think, “If I just paddle harder or push through, I’ll be fine.” Optimism bias can be powerful; there’s a tendency to believe that everything will work itself out if you just keep pushing forward.

There’s also the stigma of admitting something isn’t working. Business owners may be hesitant to ask for help because of the fear of seeming weak or incapable. But ignoring the warning signs can lead to bigger problems down the road. It’s a critical time when having a mentor or consultant can help steer the ship back on course before the falls become inevitable.

3. The Descent: On the Crest of the Drop

By the time a business owner realizes they’re heading over the falls, they’re already on the crest of the drop. This is a terrifying place to be, and it can feel like there’s no way to stop the disaster.

At this stage, some might seek help, but others may already feel overwhelmed, not knowing where to start. The worst part is the scramble—throwing everything out of the boat in a last-ditch attempt to save it, or worse, resigning to the idea that there’s nothing that could’ve been done differently.

This is a devastating moment, not just for the business, but for the personal life of the owner too. The consequences are hard to ignore, and it often feels like a freefall into an uncertain future.

4. At the Bottom of the Falls: Soaked, Exhausted, and Searching for Oars

Then there are the business owners at the bottom of the falls. They’re soaked, exhausted, and unsure of what happened or how they got there. The aftermath of a business crisis can be overwhelming. They’re picking up the pieces and trying to figure out how to move forward, often in a state of confusion.

At this stage, many business owners are looking for their oars, searching for someone to guide them back to safety. This is where I’ve spent most of my career—helping businesses that have already hit rock bottom or are teetering on the edge.

The Real Mission: Prevention, Not Just Recovery

For the last six years, most of my clients have come to me after the crisis has already occurred. I’ve helped many business owners recover, regain control, and navigate the aftermath. While I’m deeply grateful for the work I do, my mission is more than just disaster recovery.

I want to help business owners before they find themselves drifting towards the falls, or worse, already on the verge of disaster. It’s my soul’s mission to protect small businesses and their owners—from financial ruin, from personal crises, and from unnecessary hardship.

The Hidden Gaps in Business: Are You Prepared?

As we celebrate the incredible resources that organizations like the SBA and SCORE offer—guidance on business plans, funding, and mentorship—there’s still a gap once a business is up and running. You need practical, real-world skills to actually run your business.

For example:

• Do you have key man insurance to protect your personal interests?
• Do you understand that unemployment benefits are for employees, not business owners?
• Have you planned for the worst-case scenario, and know how you’ll keep your family fed if something happens to your business?

Too often, we wait too long to gain these critical skills because we’re in denial about the possibility of disaster. But as I learned with UNEQ back in 2013—after my husband’s near-fatal accident—life can throw curveballs when you least expect it.

Let’s Start the Conversation: What’s Your Biggest Lesson?

I’m not here to fear-monger, but to ring the bell and remind you: There’s no shame in preparing for the unexpected. We often wait until it’s too late to get the skills and support we need, but the best time to act is before you’re already drifting or caught in the current.

👉 Let’s start the conversation: What’s the biggest lesson you’ve learned since launching your business? I’d love to hear your thoughts and insights in the comments.

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