Let's Talk About Failure: When Does a Project Become a Failure and How Do You Handle It If It Does?

I've recognized a pattern in my business: in the past, when I hit a wall, I let it derail me. I’ve failed enough times to fill an entire journal. Looking back, most of the initiatives I started could have succeeded to some degree if I had just kept going. The problem was, I saw obstacles as stopping points instead of part of the process.

Here’s what I’ve learned: it’s only a failure if you 1. Stop and 2. Define it as a failure.

Let me share a story. When my daughter was a baby, I invented a baby product. I created a prototype, filed a provisional patent, manufactured it overseas, developed branding, packaging, and marketing, connected with mom bloggers, had it safety tested, and even set up at a national trade show in Las Vegas. There, I met Babies R Us executives, and they bought my product for their online store. Huge win, right? Sales were okay—not amazing, but I was selling on BabiesRUs.com!

But then I decided I needed a distributor. Why? I still don't know. First mistake. I thought they could sell better than I could. Fast forward, and the distributor went out of business overnight after Christmas. They had all my inventory and owed me money. I was devastated. And just like that, I gave up. Obstacle = Full Stop.

What’s the takeaway here? This was an obstacle, not a failure. I was young, inexperienced, and too prideful to ask for help. Instead, I wallowed in my sadness.

Here’s my perspective today.

1.  Examine the Problem

What’s the actual problem? Be brutally honest. Define it clearly so you can address it head-on. The problem isn't just that you’re not making money—that may be the symptom, not the cause. Is it strategy? Financial setbacks? Lack of skills? Marketing issues?

Get an outside perspective. Coaches, mentors, even prospective customers can see things you can't when you’re deep in it. Their insights can make the difference between quitting and finding a way forward.

Ever heard of the successful drug for blood pressure, Viagra? Oh wait, no one takes Viagra for blood pressure. The drug was formulated for that purpose, but it didn’t work—until they reviewed the data and found an unexpected outcome. My point? Review the data. Ask questions. Don’t assume you know the answer.

2.  Pivot or Persevere

After examining the problem honestly and consulting trusted advisors, evaluate your options. Maybe you need to pivot—change your strategy, offer, or target audience. Or maybe you need to keep going. If your prospects and advisors think you’re onto something but it hasn’t hit yet, keep going—but with a plan and a new perspective.

3.  Reframe the Experience

If it’s time to quit, acknowledge that it sucks. Allow yourself to feel it. When you’re ready, reframe it. Down the road, you’ll look back and realize: That’s when I learned ____. The initiative may not have had the outcome you wanted, but that doesn’t make you a failure. It means you tried. You might have made mistakes, lacked skills, or faced unforeseen circumstances. That’s part of doing business. Critique it, learn from it—but don’t label yourself a failure.

Failure, setbacks, obstacles, challenges—they’re all part of the process. No one succeeds without hiccups. As an entrepreneur, it’s part of the journey.