At What Point Do We Move Forward From Blaming Business Struggles on the COVID Years?

There comes a time when excuses must give way to accountability. For many business owners, the COVID-19 pandemic became an all-encompassing reason for poor performance. It was valid—at first. Business interruptions, supply chain disruptions, workforce shortages, and changing consumer habits were real challenges that few anticipated. However, we must now ask ourselves: At what point do we stop blaming the pandemic and take a long, hard, honest look at our business? If not now, when?

A more pressing question also arises: Why are some businesses flourishing while others are not? The same economic and market challenges exist across industries. Yet, some business owners seized opportunities, pivoted, and evolved, while others remained stagnant, hoping things would return to “normal.” Those who succeeded embraced change—shifting business models, expanding digital strategies, improving efficiencies, and reconnecting with their customers. The businesses still struggling may be clinging to outdated approaches, unwilling or unable to adapt to the new landscape.

Evaluating Your Business Like an Outside Consultant To move forward, business owners must conduct an objective evaluation of their businesses. Imagine hiring an outside consultant to assess operations, finances, customer engagement, and overall viability. This exercise requires brutal honesty and detachment from personal attachment to the business. Reflect on these critical questions:

1. Is the business still meeting a real need in the market? Has demand for your product or service waned? Is your target customer base shrinking or changing? Market relevance is essential.
2. Have competitors adapted faster and better? Why are they thriving while you’re struggling? What are they doing differently? How do you compare in terms of service, price, and innovation?
3. Is your business operating as efficiently as possible? Outdated processes, bloated expenses, or underperforming staff must be addressed. Efficiency often determines survival. Can operations be streamlined?
4. Are your revenue and profit trends sustainable? If revenue has plateaued or declined, have you explored new revenue streams? If profits are tight, have costs been trimmed to match current realities? Numbers don’t lie.
5. Have you adapted to changing customer preferences? Post-pandemic consumer priorities have shifted. Are you engaging with your audience in ways that align with their expectations?
6. Does your business have a strong digital presence? Businesses that struggled often lacked digital strategies. A robust online presence is no longer optional; it’s mandatory.
7. Are you passionate enough to move forward? Finally, are you willing to endure the ongoing challenges of business ownership? Entrepreneurship requires energy, resilience, and optimism. If the spark is gone, it’s worth reevaluating.

Why Some Businesses Flourish While Others Struggle Businesses that flourished in the post-pandemic world share common characteristics. They remained adaptable, agile, and proactive. They anticipated customer needs and delivered value in new ways, whether through enhanced technology, redefined services, or streamlined operations. Flourishing businesses refused to wait for “normal” to return. Instead, they embraced innovation and leaned into change.

On the other hand, businesses that continue to struggle often fail to acknowledge shifting realities. Clinging to pre-pandemic models, resisting digital transformation, or ignoring changing consumer behaviors creates a growing gap between those who are thriving and those who are not.

Condense, Evolve, or Close: Making the Tough Decisions Once these questions are answered honestly, the path forward becomes clearer. For some, it’s about taking bold steps to reinvent the business—adjusting product offerings, targeting new markets, or implementing cost-cutting measures. Others may determine that the best course of action is to scale down operations, condensing into a more manageable, profitable entity.

In the hardest cases, the answer may be to close entirely. This decision, though painful, can offer freedom and opportunity to focus on something new. Letting go does not equate to failure; it reflects an understanding that holding onto a struggling business can lead to deeper personal and financial losses.

Final Reflection: Accountability Breeds Progress Blaming the pandemic for prolonged business struggles has become a crutch. While its effects were real, the time for using it as an excuse has passed. Business owners owe it to themselves, their families, and their teams to look inward with honesty, addressing weaknesses, embracing change, or making the hard choice to move on.

The question is no longer why your business is struggling. The question is: What will you do about it? Progress begins when accountability replaces blame. Whether it’s a reset, a reinvention, or a release, forward momentum is the goal. For those ready to let go of excuses, the future holds possibilities far greater than the past ever will.

Make today a great day. Make it happen. Make it count!

About the Author

With more than 40 years of experience in small business, restaurant, and franchise management, marketing, and development, Paul Segreto is a respected expert in the entrepreneurial world, dedicated to helping others achieve success. Whether you’re an aspiring or current entrepreneur in need of guidance, support, or simply a conversation, you can connect with Paul at paul@acceler8success.com.