04 Mar Counterfactual Thinking and “The Other Side of Through” in Business

Posted at 02:02h in Inspirational by

I was sitting in church when Pastor Clifford Matthews said something that hit me differently.

In his message “On the Other Side of Through,” Pastor Matthews started talking about counterfactual thinking.

Now, counterfactual thinking is when we imagine alternative outcomes based on different choices we could have made. It’s the “what if” mindset—playing out scenarios of what might have happened if things had gone differently. Sometimes, it helps us learn. Other times, it traps us in regret. But in business? It’s a powerful tool.

And immediately, I started thinking about business.

Because that’s where most entrepreneurs get stuck—right in the middle of through.

Not at the starting line when the excitement is fresh.
Not at the finish line when success is in sight.
Right in the middle.

That space where:

  • Things are uncertain.
  • Motivation runs low.
  • The vision starts looking blurry.
  • Doubt starts whispering, “Maybe this isn’t for you.”

And that’s when counterfactual thinking kicks in.

The “what if” questions.

  • What if I had chosen a different path?
  • What if I had given up too soon?
  • What if this struggle is actually the setup for the breakthrough?

Most of us don’t think about these questions until after the fact—when we can see things clearly in hindsight.

But what if we flipped it?
What if we started thinking about these questions while we’re still in the middle?

Because the truth is, the only way to get to the other side is to go through.

What Stopping in the Middle Looks Like

Stopping in the middle never feels like stopping.

It doesn’t look like throwing your hands up and saying, “I quit.”
It looks like:

  • Second-guessing your strategy so much that you never commit.
  • Spending more time researching than executing.
  • Convincing yourself you need just a little more preparation before you really go all in.

It looks like busy work instead of real work.
It feels like exhaustion instead of momentum.

And it happens because the middle is the hardest part.

At the beginning, you’re fueled by excitement.
At the end, you’re fueled by results.
But in the middle? All you have is faith and endurance.

This is why most people quit—not because they weren’t capable, but because they mistook the process for a sign to stop.

How to Push Through When You’re in the Middle

1. Normalize Resistance

Too many people treat obstacles like signs that they’re on the wrong path.

  • A tough month in business? “Maybe I should try something else.”
  • A dip in engagement? “Maybe people aren’t interested.”
  • A slow season? “Maybe this isn’t for me.”

But what if resistance wasn’t a signal to stop—what if it was proof you’re getting closer?

Think about it. Every major breakthrough is preceded by struggle.

  • Madam C.J. Walker? Nobody was checking for Black haircare at first.
  • Tyler Perry? His first plays flopped for six years.
  • Cathy Hughes? She lost her house before she built a media empire.

The difference? They didn’t let resistance define the outcome.

They understood that friction is part of the process.

2. Shift From Feelings to Focus

The middle is an emotional battleground.

There’s frustration, exhaustion, and—if we’re being real—sometimes even embarrassment.

Because when things aren’t moving the way you thought they would, it’s easy to wonder if people are watching, waiting for you to fail.

That’s when you have to shift from feelings to focus.

If you move based on how you feel, you’ll slow down every time it gets hard.
If you move based on focus, you’ll push through regardless.

Because here’s the thing—you don’t have to feel like doing the work to do the work.

  • You don’t have to feel confident to show up consistently.
  • You don’t have to feel inspired to stick to the plan.
  • You don’t have to feel motivated to take the next step.

You just have to decide that stopping isn’t an option.

3. Reframe the Middle as the Setup, Not the Struggle

Most people think of the middle as a test.

But what if the middle is actually the training ground?
What if this isn’t about proving you’re worthy of success, but preparing you to handle it?

Because getting to the next level isn’t just about having the right strategy.
It’s about becoming the person who can sustain the success.

That’s why every big moment comes with a process:

  • David was anointed before he was appointed.
  • Joseph had the dream before he reached the palace.
  • Jesus spent 30 years in preparation for 3 years of ministry.

The middle isn’t punishment.
It’s development.

And if you can shift your perspective, you’ll stop looking at this season as something to survive and start seeing it as something to master.

4. Anchor Yourself in the Bigger Picture

When you’re in the middle, everything feels personal.

The struggles. The delays. The disappointments.

But zoom out for a second.

  • What if this isn’t just about your business?
  • What if this is about the legacy you’re building?
  • What if this is about the people who are going to be impacted by your decision to keep going?

Because your perseverance isn’t just for you.

If Madam C.J. Walker had quit, we wouldn’t have an entire industry shaped by Black entrepreneurs.
If Tyler Perry had stopped, there wouldn’t be a Black-owned film studio shifting Hollywood.
If Cathy Hughes had walked away, there wouldn’t be a Black-owned media empire amplifying our voices.

So what if your struggle right now isn’t just about your own success—what if it’s about the blueprint you’re creating for others?

What if your ability to push through is what opens doors for the next generation?

Because one day, somebody’s going to look at your story and see proof that they can make it too.

Final Thought: Your Other Side is Waiting

Right now, you might be in the middle.

And maybe you’ve thought about stopping. Maybe you’ve already slowed down.

But before you make that decision, ask yourself:

  • What if you’re closer than you think?
  • What if your current struggle is the exact thing preparing you for the success you prayed for?
  • What if, five years from now, you look back and realize this was the moment that built everything?

Because one thing is for sure—the only way to get to the other side is to go through.

So don’t stop now.