1122 Emily Aborn | What Went Wrong

Failure can feel like a four-letter word for entrepreneurs, but it doesn’t have to be. It can also be an opportunity to learn and grow, but let's face it failure is painful, so sometimes it is nice to learn from other people's mistakes. That's why I decided to launch the What Went Wrong series, I wanted to create a space for honest conversations about missteps and miscalculations—and the incredible lessons they teach us.

For the first episode, I invited Emily Aborn, a copywriter, speaker, and podcast host, to share her entrepreneurial journey. From opening a non-toxic mattress store to building a successful women’s entrepreneurship community before finding her true calling, Emily’s experiences are a masterclass in learning to pivot, listen to your gut, and embrace the opportunities hiding in what might feel like a dead end.

Key Points from the Conversation

1. Follow Your Passion, Not Someone Else’s Path: Emily’s entrepreneurial journey began in health education but veered into unexpected territory when she ignored her instincts and tried to conform to others’ expectations. Her advice? Be honest about what excites you—and what doesn’t.

2. Mistakes Are a Roadmap: Whether it was running a retail mattress store or managing a large entrepreneurial community, Emily’s ventures taught her valuable lessons about boundaries, focus, and what she truly loves to do.

3. Pivot When It’s Not Working: Closing her store wasn’t a failure—it was a realization that led Emily to rediscover her passion for writing and helping others with their messaging. She emphasizes the importance of assessing what’s working and what isn’t before moving forward.

4. Test the Waters First: Before diving headfirst into a new business idea, gain hands-on experience. Emily credits working in a mattress store for showing her the potential—and pitfalls—of the retail world.

5. Create a Business That Aligns With You: Emily encourages entrepreneurs to design businesses that reflect their strengths and preferences, rather than forcing themselves into roles they dislike.

Actionable Takeaways

• Assess Your Strengths and Interests: Take the time to understand what you love and what drains you before launching a business.
• Learn from Others: Work in a similar business or shadow an expert to understand the industry’s day-to-day realities.
• Embrace Mistakes: Look for lessons in every misstep. Each failure is an opportunity to refine your approach.
• Be Willing to Pivot: If something isn’t working, don’t be afraid to change course. Closing one door often opens another.
• Trust Your Gut: Listen to your instincts when making big decisions, even if they lead you away from the original plan.

Entrepreneurship isn’t about avoiding mistakes—it’s about learning from them. Emily’s journey proves that even when things go sideways, there’s always a way forward.

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