The infatuation fades fast 😍😣

If at any point you’ve been in a romantic relationship that lasted, let’s say, a year or more, you are surely familiar with the idea that the head-spinning early days of infatuation don’t last forever. In fact, legit scientific studies have shown that this period of “omg he’s so cuuuute chewing with his mouth open” lasts about six months.

Thanks to very real things like brains and human evolution, none of us can outsmart the chemical reactions that happen inside of us when we’re staring down the promise of new, exciting, this-is-definitely-the-thing-I’ve-been-missing love.

😑 But we all know how this story goes. After that first period of flooding dopamine, the drugs wear off, life begins to return to normal, and we’ve got choices to make.

We can look at our partner with clearer eyes, realize that this version of the future has run its course and head out the door. OR we can double down and let the real attachment work begin. Some might even say that the “real” love starts here.

💕 Over the years Abby and I have realized that Pedal Retailers come to us in about month four of the infatuation stage. Excitement is high. Confidence is high. Optimism is high. The future’s so bright, we all gotta wear shades. 

😭 Theeeeennnn a few weeks after we enter the weeds of business planning, the infatuation ends. Frustration is high. Doubt is high. Annoyance is high. Was I high when I signed up for this?

And just like any conversation that starts with, “hey, we need to talk,” the moment of decision has arrived. Pedal Retailers explain that they used to be so excited about their business, but now they just feel defeated. They’ve put in so much effort, but it doesn't seem like anything is happening. We used to laugh and go on dates, and now we just sit around in sweatpants working on spreadsheets and Pinterest pages. 

When they’re finished expressing their feelings, can you guess what Abby and I do? Do we tell them they’re wrong to feel this way? No. Do we tell them things will go back to how they were in the beginning? Also, no. 

We tell them congratulations, because this is when the real stuff starts. 

When the infatuation stage is over, it’s very clear that a long-lasting, successful business is going to take a whole lot of hard work and commitment. The business will stop shaving regularly, and it will certainly, at some point, fart in your car. But it’s okay. 

✨ Consistent care and attention over time is what creates something meaningful, rewarding, and valuable. ✨

Not all business ideas make it past the infatuation stage, and that’s exactly how it should be. Sometimes the timing just isn’t right. Sometimes there’s something else you want more. Even when the match is perfect, the luster will wear off, but if you stick with it, the good stuff grows over time.