On August 26th, we announced Downshift’s fall cohort, opened applications, and launched our new website. After a successful first cohort with over 40 applications and transformative results, we expected the second one to be just as smooth. We were mistaken. The universe had other plans.
Launching during the last week of summer, right before Labor Day, turned out to be poor timing in hindsight. People were still on vacation, at Burning Man, or simply checked out, enjoying the final days of summer. It quickly became clear that our message wasn’t reaching people in the way we’d hoped.
A month later, we had received only a handful of applications, and every single one came from people I had already been in contact with. Despite our best efforts, it felt like we were missing something crucial.
Our spring cohort had been a success, earning glowing reviews, and we had expanded our team, broadening our network. I was even receiving texts and DMs from people telling me how much they loved what we were building at Downshift.
Despite all that—the success of our first program, expanding our reach, building a brand that was gaining traction, and executing a robust marketing plan—it felt like we were shouting into the void. The applications weren’t flowing in like they had in the spring.
As the days and weeks unfolded, an unsettling thought set in—maybe Downshift wasn’t going to work after all. Maybe high achievers didn’t want intentional deceleration. Maybe we had priced it wrong, botched the launch, or perhaps fall was simply a bad time for a decelerator. Doubts naturally began to creep in, and I questioned whether our product and positioning were resonating. Despite this, I tried to remain optimistic, focus on the process, and detach from the outcome.
Despite the uncertainty, we kept showing up. We sent emails, hosted Q&A sessions, posted on social media, asked to be featured in newsletters, and did everything we could to ensure we were in position to make our own luck. But with each passing day, I started to accept the very real possibility that this cohort might not happen. I mentally and emotionally prepared myself for that outcome, detaching from the results while still holding on to my deep belief in Downshift’s mission.
What we offer—giving high achievers and strivers the rare space to pause, reflect, and recalibrate their lives before taking on their next big chapter—isn’t just a luxury; it’s a necessity. In a world that celebrates speed and constant forward motion, Downshift creates the intentional pause that so many need but rarely take. I knew our work was meaningful, and that belief kept me grounded, even as doubt crept in.
By early last week, it still seemed unlikely that we’d reach the minimum number of eight Downshifters to run the program. When people asked how things were going, I had to honestly say, “I’m not sure we’ll have the numbers to run a full cohort.” It felt like the momentum we’d built in the spring had come to a standstill, and despite our best efforts, the interest just wasn’t materializing the way we had anticipated.
Eventually, I had to let go of the need for a fall cohort. I told my wife I’d be okay if we had to go back to the drawing board—rethinking our approach, revisiting the product, and making adjustments. But the truth is, it was hard to fully believe that. I hadn’t given up, but I was bracing myself for disappointment. There was a part of me that feared we had missed something fundamental, and that maybe our vision wasn’t as clear to others as it was to us. Still, I tried to release my attachment to the outcome, even though it felt like I was loosening my grip on a dream.
Then, as the application deadline approached, something unexpected happened. Over the weekend, there was a sudden shift—applications started pouring in. What had been silence for weeks turned into a flood. Five quickly became ten, and before I knew it, we had twenty applications. It was as if everything we had been working for finally broke through, all at once.
I’m thrilled to share that not only will we have a full cohort, but it’s shaping up to include some truly extraordinary individuals, each navigating significant personal and professional transitions. The diversity of their journeys and the depth of their experiences make this cohort feel even more special.
Reflecting on this experience, a few lessons stand out:
- Balancing Conviction and Doubt: As entrepreneurs, we walk a tightrope between belief in our vision and moments of uncertainty. This experience reinforced the importance of holding onto both without letting doubt derail us.
- Letting Go of the Outcome: This process taught me the critical importance of letting go of the outcome, even when the stakes feel high. It’s about showing up, doing the hard things, and giving our best while surrendering the need for everything to go exactly as planned. Trusting that things will unfold in their own time, often in ways we can’t predict, was a lesson in resilience and faith.
- Embracing Patience: Meaningful progress often takes time. The lull in applications wasn’t a sign of failure but rather a reminder that things don’t always happen on our timeline. Trusting in the timing of things, even when it feels uncomfortable, is a key part of navigating uncertainty.
- The Power of Perseverance: Even when it seemed like we were shouting into the void, the steady commitment to our work paid off. Perseverance isn’t about charging forward without hesitation; it’s about showing up consistently, even when doubt and fear linger in the background.
Our first cohort came together effortlessly, with minimal friction. This second cohort, however, has been a real challenge, both mentally and emotionally. But as Joseph Campbell said, “The adventure the hero receives is the one he is ready for.” This experience tested us in ways we didn’t expect, but I believe we’ve emerged not just with a full cohort, but with a stronger program and a clearer sense of who we are as a company.
We struggled, we questioned, and we grew. Now, as we prepare to kick off our fall cohort in ten days, I’m more energized than ever to see how our vision continues to evolve. Sometimes, it’s the struggles that make the journey all the more rewarding. The challenges we faced while building this cohort have made the outcome not just worthwhile, but deeply meaningful.
Now, we can focus on what we do best: guiding those in the program through their transitions. It’s almost game time.