Every entrepreneur has one. That one idea that felt like it was going to change everything. The one that had all the signs of “this go blow”—until it didn’t.
Here’s mine.
The CD Case That Should Have Changed the Game
Back in the days of CDs, I was a die-hard music lover. I stumbled across a unique product while abroad—a special protective cover that prevented CDs from scratching. You could even play the CD without taking it out of the case. For anyone who’s ever had their favourite album ruined by scratches, this felt like magic.
The idea was solid. The timing, however, was not.
We made two key mistakes:
- We didn’t build a proper distribution strategy. We assumed once the product landed, it would sell itself.
- We didn’t study the market trend. Unknowingly, we were launching just as the world was shifting from CDs to MP3s. Apple’s iPod was catching fire globally, and even in Nigeria, people were beginning to embrace digital music.
So, while the product made sense, the timing didn’t. And that hustle quietly died.
At the time, it felt like a big failure. But today, I see it differently.
What That “Failed” Hustle Taught Me
1. Timing Is Everything
A great product or idea launched at the wrong time is like arriving at the airport after the plane has taken off. Study the direction your market is headed—not just where it is.
2. Distribution Is Non-Negotiable
You can have the best product in the world, but if people don’t know how or where to get it, it’s as good as invisible. Spend as much time thinking about access as you do product development.
3. Passion Alone Is Not a Strategy
Loving your idea isn’t enough. Validate your excitement with real market demand. Are people willing to pay for this? Is the problem still relevant?
4. Every Hustle Leaves You With Tools
Even the so-called failed ones. That experience taught me the importance of pivoting fast, listening to the market, and asking the right questions. Those lessons now drive the way we build at Kudi Konsult.
5. Sometimes, You Have to Let Go to Grow
It’s easy to get attached to an idea. But knowing when to walk away isn’t giving up—it’s maturing as a business owner.
The Bigger Picture
You might be nursing the wounds of a failed hustle or sitting on an idea that didn’t quite fly. But here’s the thing—it wasn’t a waste. If you pay attention, there’s always a takeaway that can shape your next move.
In fact, some of the best entrepreneurs are simply people who’ve failed enough times to understand what not to do.
So whether your last venture flopped, paused, or fizzled out—don’t bury it. Revisit it with fresh eyes and ask: what did I learn, and how can I apply it now?
Your next big win might just be built on the lessons from your last misstep.
Looking back is not failure. Staying stuck is.
Take the lessons, refine the plan, and keep building.
