by Lizl Naude

Woman, stop being emotional about your business! If you are a woman in business, you might feel offended by this! How can you say that Lizl? Well, as tough as it is to say...it's time to put the emotions away! And believe me, I am preaching to myself!

As I was cooking in the kitchen over the weekend, I was lost in thought. I thought about my business and considered the last few years. As some of you also, I have built my business from nothing and humble beginnings. I have nursed this baby from infancy to toddler-hood now. While I was cooking, my hubby was binging on Lion's Den, the TV show where budding entrepreneurs can pitch their ideas and business to a panel of accomplished investors. It is extremely educational and informative. But I noticed one common thread throughout the pitches. Each entrepreneur spoke of so much passion about their enterprise. Being so emotionally vested, it sometimes made some of them come across as oblivious to the hard truth. It made them lose sight of the numbers and the reality of the status of their business.

They speak with so much passion of what they have started from nothing! And it should be commended! But the experienced investors would regularly interrogate them and ask them all those uncomfortable questions most of us shy away from! I could totally relate, and some of these pitches made me think about my own business and my inability to sometimes think objectively about it.

I saw a few types of businesses and owners (This is just how I perceived them, and solely my own opinion. These are just examples)

The educated professional who grew bored and tired of the corporate world and decided to make a drastic change and start a business. He/she is extremely calculated in their approach.
The self-starter, who began as a youth and have run several businesses through the years. He/she knows how to make money and is open to risk-taking.
The delusional entrepreneur who has an idea or business but did not think it through thoroughly. He/she has idealistic views on the world.
The part-time entrepreneur who does not yet have the guts or means to quit and run their business full-time. This could be off-putting to the investors who require hundred percent commitment from the owner to make the business work and show return on their investment.
The extremely gifted entrepreneur who has a great idea or existing business and ticks all the boxes. His/her business shows profit and potential to grow and they just require investment to scale and further grow the business.
The entrepreneur who was possibly pressured to start a business to make ends meet. They do not have any business experience, and learn as they go. They have heart and show commitment, but because of lack of resources is growing at a very slow pace and the enterprise shows potential, but is not yet profitable.

Safe to say many leave the den empty-handed, without investment and possible shattered dreams. Some go back and make the changes as advised by the investors. Some ignore their advice, and still make a success through other interventions. Then there are those who leave satisfied and accomplished as they were able to secure the investment through their brilliant pitches and knowledge of the industries. There are many more examples, but it is quite clear that many entrepreneurs have an idealized view of their business, which might cloud their perspective of reality. Some of us have so much conviction that our businesses will succeed, and rightly so! We pour our hearts and souls into it, and in many instances our families feel the brunt with us, as we grind to make it a success. BUT...sometimes our enterprises need urgent intervention. Sometimes it might just need a cash injection, other times it might require a pivot, and in some instances, after all has been tried, we might have to close doors. :(

I think it can be quite traumatic to navigate and face these tough realities. Then on the flip side, through the right breakthrough or big deal, our ideas and businesses might just be the next big thing and bring us much success. The point I am trying to make is that we shouldn't be afraid to interrogate ourselves and our business concepts. After reading through some of my examples, which one do you relate to? What is the status of your business? Are you willing to put away the emotions and face the realities of the position of your enterprise as much as it might shatter your ambitions or prosper it?

Lizl Naude is the founder of Lilly Loompa in South Africa, a company that creates beautiful and usable products made with recycled material. Lilly Loompa's “Rubbish Range” is the result of Lizl's craving to deliver pieces that are completely "green". Lizl is a self-taught designer and initially started designing and making furniture because she couldn’t afford to buy new pieces to furnish her home. She started to scout and source for budget material and quickly realised that most people discard of very usable materials. The company manufactures a variety of products, from storage holders, lamps, to dinner table accessories, among others. All materials are carefully sourced from waste and sustainably reimagined as beautiful, yet purposeful products. Eco-friendly, handcrafted and 100% South African, each Lilly Loompa piece, once trash, is now a meaningful piece of treasure.