Recall the joy of popping bubble wrap as a child? It provided instant gratification, but that fleeting pleasure rarely translated into meaningful accomplishments. In the world of business and freelancing, the allure of quick wins remains, yet true success demands a different currency: the steadfast combination of patience and persistence.

This is not just some feel-good sentiment. Consider the stark reality: 20% of new businesses crumble within a year, and nearly half succumb within five. The path to entrepreneurial success is riddled with challenges larger than your wildest bubble wrap fantasy. It is in these trenches that patience and persistence emerge as your most valuable tools.

Patience is not about passive resignation. It is about embracing the slow burn, the gradual climb, and the deliberate laying of a solid foundation. Think of it as tending a bonsai tree — meticulously shaping tiny branches, knowing that the masterpiece takes years to unfold. This kind of deliberate focus fuels sound decision-making and fosters genuine relationships, both crucial for sustainable growth.

Yvon Chouinard, the founder of Patagonia, embodies this wisdom. “Patience is one of the most important ingredients in building a great company,” he says. “You can’t rush greatness. You have to be willing to put in the time and effort to build a strong foundation and a loyal following.”

Now, patience is just one leg of the stool. Persistence is the other — the sturdy oak pillar that keeps you upright through storms. It is the unwavering commitment that fuels you through setbacks, the resilience that turns “no” into “next time,” and the optimism that sees failures as stepping stones, not stumbling blocks.

Let me share an example from my own experience incubating KITH’s 2022 Lookbook. Initially envisioned as a simple licensing collaboration, the project faced numerous setbacks over two years. Celebrity talent nixed their image use for merchandise, designs fell short of the mark, and contract negotiations crumbled at the eleventh hour. A younger me might have let these obstacles lead me down the path of discouragement. However, by staying true to the core idea of partnership — the reason I brought Mark Seliger and KITH together in the first place, the unshakeable belief that these two were destined to collaborate — I discovered an unwavering resilience. This mindset allowed us to pivot our strategy effectively. And, well, you’ve probably seen the results yourself — those photos have garnered over 5 billion impressions. Do ‘Hot Jerry’ and ‘Streetwear Jerry’ ring a bell? This project was a slow-burner, a cultural fusion across generations that required meticulous talent curation and client education on my part, taking over two years to execute. It wasn’t about forcing a pre-defined path; it was about embracing the unexpected twists and turns and finding the best way forward amidst the chaos. Ultimately, my persistence in overcoming these hurdles became the fuel that propelled the project to its groundbreaking success.

The rewards of patiently persisting extend far beyond viral numbers. It is about personal growth, the satisfaction of navigating uncertainties, and the privilege of leaving a lasting impact. Success is not a single golden moment but a symphony of moments — each note carefully played, each challenge overcome, each lesson learned.

So, the next time the siren song of instant gratification beckons, remember the bonsai and the oak and the Cigar Store Indian. Choose the patient hustle, fueled by grit and purpose. It may be a longer climb, but the view from the peak is breathtaking.