Did you know that 90% of startups fail? That means most new businesses don’t make it. People often say it’s because the idea wasn’t good, they didn’t have enough money, or they started at the wrong time. But the real reason is often something deeper, something that has more to do with the people running the business. It’s not just about having a smart idea. It’s about how well you can handle pressure, change, and uncertainty. In this blog, we’ll explore why this skill matters more than you might think.

What’s Really Missing?

Yes, having a clear goal, being strong during tough times, and planning well are all important.

But there’s one thing that people don’t talk about enough:

The ability to stay calm and make smart choices when you don’t know what will happen next.

Startups don’t usually fail because the idea was bad.

They fail because the people who started them get overwhelmed when things are unclear.

When you build something new, you can’t always know what will happen next, and most people aren’t used to dealing with that kind of uncertainty.

A Real-World Lesson: Jawbone’s Downfall

Let’s talk about Jawbone, once a prominent player in the wearable tech space. They produced modern devices that initially captured consumer attention. But things didn’t go as planned. Here’s what went wrong:

• They didn’t know if people truly wanted their product.
• The market changed, and they weren’t ready.
• They lost time and money on legal fights.
• They didn’t change their plan when Apple showed up.

Jawbone didn’t fail because it wasn’t creative. It failed because it couldn’t handle tough times. And those tough times? They happen to almost every startup.

The Real Skill No One Talks About

Being an entrepreneur isn’t about knowing everything. It’s about taking action even when you don’t have all the answers. The best entrepreneurs are good at this:

• They make choices even when they don’t have all the facts.
• They stay calm when things go wrong.
• They change plans quickly, but don’t forget their main goal.

These are not just qualities you’re born with, they are skills.

And you can learn and get better at them over time.

How to Build Your Tolerance for Uncertainty

1. Let Go of Total Control

You may not control the outcome, but you can control how you respond. Focus on your thoughts, habits, and choices.

2. Practice Fast, Imperfect Decision-Making

You will never have perfect information. Start making small decisions with what you know. Learn from them, make changes, and keep improving as you go.

3. Build Emotional Agility

Your startup is as strong as your mind. Find ways to handle stress, like meditation, writing, or talking to a mentor, so you can stay calm when things get hard.

4. Normalise Failure

Every failure teaches you something. Fail quickly and learn from it.

Use every mistake to help you get better.

5. Find Your Tribe

Be around other business owners, teachers, or groups who have been through tough times. Their experience can help you stay strong and focused.

Starting a business is full of uncertainties, and you won’t always have all the answers. What helps is being able to stay calm, make quick choices, and change your plans when needed, without forgetting your main goal.

The story of Jawbone shows that even good ideas can fail if the people running them can’t handle tough times. The good news? You can learn these skills over time by practising and getting support.

So remember, dealing with uncertainty is not just a problem, it’s a chance to become stronger and better.

How do you handle things when you don’t know what will happen next? What helps you stay calm and keep going? Share your ideas below, we want to hear from you!