The Timing Trap

One of the most common discussions I have as a franchise coach is about timing—and more specifically, when the timing is right to start a business.  And I’ll be honest: I stongly believe two completely opposite things about this topic.
On one hand, I firmly believe that the timing has to be right to become a business owner.  On the other hand, I just as strongly believe that the timing is never right.
Yes—those two beliefs directly contradict each other.  And yet, both are true.  Let me explain.

The Case for “The Timing Has to Be Right”
There are legitimate reasons why the timing simply isn't right to start a business.

• You're moving to a new city in six months.
• You’re recovering from a major life event.
• Your financial house isn’t in order.
• You’re stretched too thin—personally or professionally.

In these situations, jumping into business ownership could do more harm than good. It’s not just about excitement or dreams; it’s also about capacity, stability, and attention.
So yes—timing matters.
But here’s the catch…

The Case for “The Timing is Never Right”
Even when your life is relatively stable, there will always be a reason to wait.

• "The market is a little uncertain."
• "I’m not sure I’m ready just yet."
• "Let’s wait until after the holidays."
• "What if I fail?"

These are the more subtle, less obvious timing excuses. And the truth is, if you’re waiting for the perfect moment—you’ll be waiting forever.

The “perfect time” is a myth. Life doesn’t deliver neatly wrapped windows of opportunity. Instead, it gives you messy moments of possibility that require courage to act on.

The Magic Happens in the Middle

So here’s the question: If the timing must be right—but the timing is never right—how does anyone ever start a business?

The answer is simple but profound:

The timing has to be right enough.

It doesn’t have to be perfect. It just has to be possible.
It doesn’t require zero risk. It requires enough readiness and the willingness to move forward despite uncertainty.

Think of it like a Venn diagram:
One circle is Life Readiness—logistics, finances, support.

• The other is Mental Readiness—mindset, clarity, motivation.

The sweet spot is the overlap.

It’s the space where things aren’t perfect, but they’re good enough to begin.

So What Does “Right Enough” Look Like?
You have a clear interest in owning a business—and you're not running away from something.

• You have the time and focus to evaluate options thoughtfully.
• You’re financially positioned to invest in a business and support yourself as it grows.
• You’re mentally prepared to take ownership of your future—even if it’s a little scary.

That’s right enough.

It’s not a guarantee of success—but it’s the starting line of a serious
journey.

Final Thought: Readiness is a Decision

Most people who start successful businesses didn’t do it because the timing was perfect.

1. They did it because they stopped waiting.
2. They got honest about their situation.
3. They decided the dream was worth the leap.

So if you’re wondering whether the timing is right—ask yourself:

• Am I making a wise decision, or a safe one?
• Am I honoring real obstacles, or hiding behind them?
• Is the timing really wrong—or is it just not perfect?

​​​​​​​If you're ready enough, that's all you need.