The economy right now is shit and times are tough for most businesses including ours. WATCH VIDEO

But I'm reminded of this piece of wisdom from my mate Kale: The economy is only as bad as what we believe about it to be and as a result how we choose to behave with our businesses.

Remember, just as much household brands we know and love were either born in a recession or grew because of the recession:

1. Airbnb (Founded in 2008 - Global Financial Crisis - struggling to pay rent, the founders rented out air mattresses in their apartment)

2. Microsoft (Founded in 1975 – Launched just as the U.S. was entering a deep recession)

3. Netflix (Pivoted from DVD rental during early 2000s - used the downturn to introduce subscription streaming)

4. Warby Parker (Launched, 2010 - Used a direct-to-consumer model that felt fresh and affordable during tough times)

Just to name a few.

January to March 2025 has been our most innovative first quarter at Critical.:

1. We executed on important customer feedback to launch 11 new products to access greater volume in our market.

2. Dropped a new product range that is allow us to access a new market segment I previously haven't considered or bothered.

3. Implemented new B2C strategy making it easier for people to access our products while ...

and so much more.

Saying that, it doesn't mean what we are all going through is not hard for my fellow founders. The struggle is real, but so must be our hustle!

I believe limitation breeds creativity and pressure makes diamonds. I don't think I've ever been this innovative and productive in my time as a founder than this first quarter of 2025.

To all small buisnesses, founders and brands out there, tēnā koē! I see you. We are all in this together. You are not the only one putting 8am to 11pm a day.

Now is the time to innovate. Now is the time to hustle harder!

And if you are a lover of innovation please sponsor an entrepreneur by buying local from your favourite founder and brand.

And if you are a fan of my work, buy Critical.'s latest panels here: https://lnkd.in/gAeT3_cF

And buy our new range of products here: https://lnkd.in/g_XPfxTv

See what I did here? 😅