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From AI integration to unexpected supply chain disruptions, these 7 business owners reveal how they’re adapting to 2024’s rapid changes and turning challenges into opportunities.
Being an entrepreneur in 2024 is no walk in the park. Between navigating a tough economy, technological shifts that seem to change overnight, and the everyday challenges of running a business, it’s a constant battle. But it’s in these trenches where true innovation happens. We asked seven Makers, inventors, and small business owners from the Grommet community one crucial question:
What has surprised you most about being an entrepreneur in 2024, and how are you overcoming or capitalizing on it?
Their answers are real, raw, and packed with the hard-earned wisdom that only comes from facing challenges head-on. These aren’t just stories of survival; they’re tales of adaptation, growth, and the relentless drive to keep moving forward. If you’re a CEO or business owner looking for insight and inspiration, these responses are a must-read.
“In 2024, the rapid integration of AI across sectors surprised me the most. It’s reshaping operations, customer interactions, and competitive dynamics faster than I expected. To stay ahead, I’m continuously learning about emerging tech, integrating AI to boost efficiency, and forming strategic partnerships to quickly access new innovations.”
-Kerry Cooke, Spleash
“Being at the top of an ecommerce company can be lonely. I’ve found it essential to network with other entrepreneurs, so I formed a group that meets monthly on Zoom. It’s been fantastic—a chance to ‘group think’ and tackle our common challenges together.”
-Marcia Reece, Stay Well Copper
“Our biggest surprise in 2024 was missing cargo. As a small business with a tight budget, losing an entire batch of our new product was a painful hit. I realized that staying calm was key. Instead of panicking, I focused on developing more sales channels—both wholesale and retail—to recoup the loss. This move opened up new opportunities that we had previously overlooked. In hindsight, the incident was more of a wake-up call than a disaster.”
-Jensen Ho, Inspecial Home
“It’s surprising and exciting that in 2024, high-quality social content can be a major growth engine. With interest-driven social media, anyone can reach millions by creating valuable content. The key isn’t production value—it’s ideas. To capitalize on this, we’re learning what matters most to our customers and focusing on creating the best content possible.”
-Zach Fried, Craighill
“One surprising aspect of being an entrepreneur in the direct-to-consumer market in 2024 is how quickly AI has integrated into everyday business operations. It offers incredible opportunities but demands constant adaptation. At Doc Goodbeard, we’re using AI-driven data to better understand our customers and tailor our products to their needs.”
-Kevin Gouran, Doc Goodbeard
“In 2024, I was surprised by the negative market outlook shared by many media outlets, especially as we continue to see steady growth at Kosmu. Regardless of broader market conditions, our strategy remains clear: focus on our niche, perfect our products, and ensure flawless execution. When you get the fundamentals right, customers naturally gravitate towards you. This is the ethos of Kosmu—our goal is to be a lifelong partner for our users, providing better comfort for them and for the planet.”
-Sherry Zheng, Kosmu
“The most surprising thing about being an entrepreneur in 2024 is how rapidly the landscape for direct-to-consumer brands is evolving. Technology changes and consumer expectations shift almost weekly. Mamas today are seeking brands that truly understand their journey, and as a company built by mamas for mamas, we’re doubling down on community engagement. We’ve built a world-class customer experience team powered by mamas who know what our customers are going through. While we’re leveraging technology to create a more personalized shopping experience, we’ve resisted using AI or bots for customer interaction. Genuine connections matter, and we’re committed to ensuring that our community feels understood and valued.”
-Satya Twena, We Are AMMA
