Today, September 1, is Freedom Day. It’s not a national or even a state holiday. On September 1, 1962, my parents, sister and I climbed aboard a flight to the U.S., not knowing if we’d ever be able to set foot in our homeland of Havana, Cuba ever again.
I share this with you because I believe my heritage has a strong part in my professional life. I suspect it’s the same for you, whether you’ve come to 
realize it or not.
When they came to New York (Da Bronx) via Miami, my parents had the luxury of already having mom’s sister and brother living here. Never having a thought of applying for charity of any kind, my father set off to find work immediately, and gratefully took a job he came to cherish for decades. My mom would watch us and other neighbors’ kids while she learned to make and sell costume jewelry. Whatever it takes, that’s what they did. We were able to thrive and move to the NJ suburbs after a few short years.
My parents were workers and fighters, never giving in or giving up. This work ethic permeated our lives and makes me a resilient business owner.
I don’t give up. I don’t take charity. Even after becoming a widow, ever after becoming an unemployed widow, the thought of giving up, giving in, taking charity was completely foreign. I followed my parents’ footsteps – I “found” work (I created my own company when there were no job openings) and I stuck with it.
My background explains why I whole heartedly believe in a concept I’m calling Build an Unsinkable Business ™.
In 1962 we chose freedom over communism, even though there were language and employment barriers. In 2004 I chose professional freedom, even though I had never created or run a business before.
And now the whole world is facing the same challenge. Some businesses are giving up, walking away from their business. They’re not contemplating alternatives to their business model or exploring creative options to serve their clients. They faced a challenge and closing up for good (for whatever the reason) was their response.
Build an Unsinkable Business ™ means you examine your business model from the very bottom to the top and in all directions. How can you mitigate changes in the economy or worldwide disasters? How can you find a way to serve your mission and your clients despite unexpected challenges appearing and not going away?
Analyzing finances, focusing on your purpose, strengthening relations with clients, rehauling your offers: there are many critical tasks to undertake to Build an Unsinkable Business ™.
Is it something you can do on your own? Perhaps. Is it something that’s much more efficiently done with help? No question!
Reach out to me and tell me your biggest concerns around keeping your ship afloat and staying the course. I respect everyone’s decision if it was done with Freedom in mind. But if desperation is driving your response, there may be another way. Let’s talk.