If the Creek Don't Rise and the Sun Still Sets

Entrepreneurship is full of paradoxes. On one hand, it’s a journey riddled with uncertainties: markets shift, competitors emerge or disappear, and customers change their minds. On the other hand, some things never change. The sun will set tonight. Tomorrow will bring new opportunities. And the elements that underpin great companies — like vision, grit, and doing Work that matters — endure.

This piece is a meditation on navigating the tension between chaos and stability, a call for founders to embrace resilience and antifragility, and a reminder that what matters most is how we show up — every single day.

Control What You Can, Accept What You Can’t

The phrase “if the creek don’t rise” speaks to external circumstances beyond our control — economic downturns, supply chain disruptions, acts of nature. Founders often fall into two traps: trying to control the uncontrollable or surrendering entirely to chaos. But the real work comes in owning what we can influence and having the wisdom to let go of what we can’t.

The key is knowing where to direct our energy. We should ask ourselves:

• What’s truly within my control today? For example, aligning my team, executing products and services, and managing cash flow.
• What do I need to accept or adapt to? For example, regulatory changes, competitor decisions, and market swings.

One of the most important lessons I’ve learned over my 40-plus-year career is that energy is a finite resource. If we waste it on what we can’t change, we’ll have none left for what we can. Founders who master this distinction are far better equipped to lead through volatility and build companies they’ll love forever.

Aim for Resilience, Not Perfection

The pursuit of perfection is seductive but often paralyzing. Businesses aren’t built on perfect plans. Instead, they’re built on resilience: the ability to withstand complex challenges and tense, high-stakes situations at any moment, but especially when we’re not expecting them. For founders, building resilience lays the foundation to adapt quickly and thrive in the process — an opportunity for us to sharpen our thinking and refine our leadership when it matters most.

One defining moment for me as Ninety’s founder was when EOS Worldwide decided to dissolve its licensing program and launch its own business operating system software a few years ago. Though we wished our partner the best, it was a gut punch, no question about it. In moments like these, it’s easy to feel uncertain about the future or wonder what we could’ve done differently to produce a different outcome. Instead, we chose to focus on what we could control: devoting resources to improving the Ninety platform, staying focused on our Ideal Stakeholders, and remaining true to our principles.

Rather than letting this setback derail us, we used it to reinforce our clarity of purpose. We had a vision for what we were building, and we used our Focus Filters to stay on track. These filters — the questions we ask to guide decisions — kept us aligned:

• Are we crystal clear on why our organization exists?
• What product and/or service do we provide, and in which industry?
• Is our product and/or service offering our Ideal Stakeholders something compelling?
• Do we understand who our Ideal Customers are?
• Are we living up to our Core Values, even under pressure?
• Does this decision support our long-term goals, or is it a distraction?

When EOS® reached back out to reestablish our partnership, we faced another decision. Our Focus Filters again guided us. We chose to reengage, not just because it made business sense but because it aligned with who we are as a high-trust company. Rekindling the relationship freed us to focus on what really mattered: continuing to build something enduring and meaningful. 

That’s why I say that while resilience is important, antifragility is essential. When we prioritize antifragility and have a compelling vision as our Northern Constellation, challenges not only test us but also strengthen us. A clear and inspiring vision keeps us on track, transforming setbacks into opportunities for growth. When we have a vision that’s bigger than any single moment, we thrive under pressure.

Resilience isn’t about winning every battle or being perfect. It’s about staying anchored to our vision through every storm, allowing us to lay the foundation for something greater.

Recognize the Power of Daily Rituals and Long-Term Thinking

In the constant noise of startup life, daily rituals act as anchors. Whether it’s a morning walk, journaling, or team check-ins, these small habits create consistency amid chaos. At the same time, we should balance these rituals with a clear vision of where we’re headed.

I try to work out, read, and write every day. These simple practices ground me, giving me space to think, process, and stay aligned with what matters most. They’re not just habits — they’re lifelines.

Every sunset is a reminder of life’s natural rhythms. No matter how chaotic things feel today, tomorrow will still come. The question is: Are we making daily progress toward our long-term goals in the meantime?

In addition to grounding rituals, I’ve found frequent recalibrations to be invaluable. I ask myself: Are my daily actions aligned with my bigger picture? If not, what needs to change? 

The combination of short-term focus and long-term clarity enables founders to weather storms without losing sight of the horizon.

Embrace Uncertainty as a Constant

Uncertainty isn’t just a phase — it’s the norm. The good and great founders are those who learn to embrace it as a constant. They build adaptive organizations that can flex without breaking, cultivate high-trust relationships within their teams, and stay rooted in timeless principles like clear communication and disciplined execution.

With a compelling vision, uncertainty becomes a source of strength. A vision provides direction, no matter how murky the path ahead. It turns ambiguity into possibility, empowering us to change course without losing our foundation. This is the essence of antifragility: when every challenge reinforces our resolve and strengthens our companies.

The phrase “if the creek don’t rise and the sun still sets” is a reminder that some things will always be out of our hands. But it’s also a reassurance. No matter how high the creek rises today, the sun will still set. And tomorrow will come.

Our job as founders isn’t to eliminate uncertainty. It’s to navigate it with purpose and use it to our advantage.

Keep Moving

No founder can predict the future. What we can do is show up every day with intention and focus. Some days, the creek will rise and we’ll have to adapt quickly to countless challenges. On those days, remember that the sun still sets. Tomorrow is another chance to build, learn, and grow.

A compelling vision doesn’t just keep us steady in the face of adversity. It transforms adversity into fuel. When we lead with vision, resilience evolves into antifragility. We’re not just surviving — we’re thriving.

As founders, our greatest test isn’t how we perform in perfect conditions. It’s how we show up when everything feels uncertain. Resilience, clarity, and focus on what matters most will carry us through, no matter how chaotic things seem.

If the creek don’t rise and the sun still sets, we’ll find a way forward — and we’ll be stronger for it in the end.