Tough times never last, but tough people do. – Robert H. Schuller

Things can’t always be good, every entrepreneur that have been in business for a while, knows that sometimes things are tough. Almost every experienced entrepreneur have had tough times, no matter the industry, no matter the branch, there are always challenges, and sometimes these challenges are tough.

Take for example the current covid-19 pandemic, it has created a stress test on almost every single business in the world, and due to that many will fail, but once there are a vaccination and business go back to normal, the businesses that would have resisted are the ones led by tough people.

Tough times never last, but tough people do.

– Robert H. Schuller

Being tough is not easy to explain, but in the business context it often means someone able to make deep cuts to let the business survive. Being tough, is reducing any none essential expenses, it is firing employees, selling the cars… It is taking choices that most won’t, but choices that are essentials to the business survival.

The quote has multiple contexts, but we are only explaining it from a business perspective.