Whether you are starting a new business, launching a new product, or pursuing a new goal, you'll have to power through the cycle of emotional change to get through to success. Even if you've never heard of this framework or thought about its steps, you've felt its impact. The good news: if you better understand these steps, you'll be prepared with the right attitude to power through the trough and get to sustained success.

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Read time: 5 minutes

This simple 5-step framework was documented by a pair of researchers more than 40 years ago in an obscure journal, but entrepreneurs continue to benefit from its simple and near universal wisdom.

I've seen this pattern play out in nearly any project that requires sustained effort from simple work assignments to massive company launches. But it especially impacts solopreneurs and anyone trying to launch a new venture, write a book, build a community, or accomplish something innovative.

Let's explore each of the five stages in order:

1. Uninformed Optimism

No project looks better or does more for our positive outlook than at the outset. We've heard the pitch, read the testimonials, and it all feels so easy. Just follow the steps and success will be here.

It's exciting, fresh, and very attractive. We can't wait to start and see the returns that are certain to flow. At this first stage, we can't see the true challenges or perceive our gaps in necessary knowledge.

This isn't all unhealthy as it's usually helpful to have a little ignorance of the full spectrum of challenges ahead. Without those gaps, we'd be a lot less likely to even try something new.

• The novelty is attractive
• The steps all looking manageable
• We've bought into the hype and can't wait for the easy results
• It helps us start, but the timelines and work expected are probably completely unrealistic

That leads us to a reality check...

2. Informed Pessimism

Once we begin working, the real challenges start revealing themselves. We begin to see that the steps aren't so simple, the pathway isn't so clear, and we may have a much bigger challenge in front of us than we could see at the start.

The initial enthusiasm at the start is gone and now the full scope of work starts coming into focus. This is where building habits can help.

• The actual work required to reach success is more visible
• First wave of enthusiasm has passed
• Steady work is required to make progress

Then, the work really gets tough...

3. Valley of Despair

Nearly any worthwhile project will bring us to this trough: the Valley of Despair. It sounds awful because that's often how it feels. This is when giving up and trying something new looks so attractive. Quitting happens here.

Many hit this point and give up because the dopamine hit from going back to stage 1 with a new project feels so much better than slogging through it.

If you are starting a new company or working on a side hustle, this is when you fully realize that there is no avoiding significant effort to succeeding.

This point of maximum pessimism is coming and needs to be resisted. It's uncomfortable, often demoralizing, and will push you to quit if you let it.

• Be prepared for tough times, but don't lose sight of the ultimate goal
• The work is real, not always fun, but critical to accomplishing work of real meaning.
• Beware of chasing a new Shiny Object and quitting for the empty promises of a new project back at stage 1

All is not hopeless. If we persevere, we advance to...

4. Informed Optimism

Through careful habits and consistent work, we build expertise and knowledge and break out of the valley of despair. At stage 4, we're smarter and more capable and again cross over into optimism.

This new level of informed optimism is where progress begins accelerating as we create systems, build our network, delegate tasks, and do the other things that increase our productivity.

We haven't yet reached our goals, but they once again feel achievable. The pathway is clear and the work less overwhelming.

• The scale returns to optimism
• The work is manageable and the pace of progress is accelerating
• Emphasis is no longer on can we do it, but how can we do it faster?

Persistence through stage 4 leads us to the ultimate goal...

5. Sustained Success

Stage 5 is less of a singular destination as it is a state of effective operations. Once we reach sustained success, processes are established and ongoing productive operations are possible.

For a simple project, this may mark the completion, but the gained experience and knowledge will help inform future efforts.

For larger efforts like launching a new business or creating a new product line, this is when the effort reaches a state of self-sustaining operations. Instead of seeking the rush of excitement for a wished-for outcome, stage five projects operate with their own positive cycle delivering consistent rewards without the pain of the Valley of Despair.

• Stage five is the ultimate goal for any worthwhile project
• Reaching a self-sustaining outcome brings its own rewards
• Pushing through the earlier hardships provides the necessary education and experience to create long-term success.

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Action Summary

Nothing worthwhile is achieved without effort. Knowing these emotional stages and how to navigate them makes pursuing success much easier. Avoid the unhealthy cycle of chasing the excitement of the start when encountering resistance and push through that Valley of Despair.

Prepare for the journey from exuberance to repeatable, consistent success:

• Uninformed Optimism: use the excitement to set-up repeatable habits
• Informed Pessimism: the first test of resolve; learn and adjust
• Valley of Despair: the temptation to quit will be great, but this is where real success is found
• Informed Optimism: optimize to power through to success
• Sustained Success: enjoy the benefits of experience and optimized habits to experience ongoing satisfaction

What do you think?

How well does this align with your experience as a leader? As an innovator?

Reply to this email and let me know.

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To your success,

Christopher

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