Consider the Following
Launching a new venture can be exhilarating, but it can also be incredibly demanding. Founders often wrestle with a critical, painful question: Should I keep going, or is it time to walk away? The reality is that not every business survives, and not every idea deserves indefinite effort. But quitting too soon can be just as damaging as sticking with something that’s clearly failing.
Here’s how to recognize the difference.
When NOT to Quit: Signs You Should Keep Going
1. You’re Experiencing the “Trough of Sorrow”
Most startups hit a low point after the initial excitement fades. Known in tech circles as the “trough of sorrow,” this phase often precedes major breakthroughs.
Example: Airbnb struggled to attract users and raise capital in its first few years. They maxed out credit cards and even sold novelty cereal to keep afloat. But the team stuck with it, iterated on the product, and eventually found traction—now it’s a multi-billion-dollar company.
What to ask yourself: Am I facing temporary obstacles, or has the core idea been invalidated?
2. Your Metrics Are Improving (Even If Slowly)
Slow growth isn’t the same as no growth. If you’re seeing upward trends in customer retention, conversion rates, or engagement, even at a small scale, these are signs of product-market fit developing.
Example: A SaaS founder might only have 50 users, but if 45 of them are active weekly and giving great feedback, that’s a green light.
What to ask yourself: Are customers using and valuing the product even if the market isn’t scaling yet?
3. You Still Believe in the Problem You’re Solving
Even if the first iteration of your solution isn’t working, belief in the problem can fuel smart pivots.
Example: Slack began as an internal messaging tool inside a failed video game company. The game flopped but the team realized their communication tool had real value. They pivoted, and Slack became one of the fastest-growing enterprise products ever.
What to ask yourself: If I had to start over today, would I still want to solve this problem?
When TO Quit: Signs It’s Time to Move On
1. You’ve Exhausted Smart Pivots and Still Lack Traction
Every idea can be tweaked, but endless pivots with no results can be a sign that the market simply isn’t there or the product isn’t viable.
Example: A founder tries to launch a subscription meal kit for pets. After three pivots (targeting vets, then influencers, then grocery stores), none show traction. The niche may just not be large enough, or customers don’t see enough value.
What to ask yourself: Am I iterating toward growth or just grasping at straws?
2. You’re Running on Burnout, Not Passion
Startups are hard. But if you’re feeling chronic exhaustion, dread, or resentment, it’s worth considering if the personal cost is too high.
Example: A solo founder builds a productivity app and grinds for 18 months without rest. Despite some traction, they no longer feel joy, purpose, or connection to the mission. Continuing might mean risking mental health and other life goals.
What to ask yourself: Is this business enhancing or eroding my well-being?
3. The Market Has Fundamentally Shifted
Sometimes, external forces invalidate a business entirely, new regulations, technological changes, or global events can turn a once-promising idea into a dead end.
Example: A travel-tech startup specializing in short-term visa processing collapses after global travel restrictions make their service obsolete. No pivot can fix that overnight.
What to ask yourself: Are there factors outside my control that have permanently changed my business landscape?
The Bottom Line: Quitting Doesn’t Mean Failing
Walking away from a startup isn’t admitting defeat—it’s making room for your next, better idea. The most successful entrepreneurs often have several failures behind them.
Before you decide, ask yourself:
- Am I giving up because it’s hard—or because it’s hopeless?
- What have I learned that I can take into my next venture?
- Have I talked to mentors or peers who can offer outside perspective?
Ultimately, the smartest move isn’t always to keep going—it’s to know why you’re making your next move.