When your assumptions as an entrepreneur start failing, the urge is to either sound (and hopefully) stay positive or take a step back and take stock of reality.
Are you trying hard to prove your assumptions right. Stop it and stop it right now. Acceptance of failure has been the best lesson to success. You have to accept that shit has hit the roof, pull up your sleeves, clean it up and start all over again.
What I have always liked about entrepreneurship is ‘it’ challenges the real you. It asks the true character in you to come out and face the reality. Crisis humbles all your achievements so far and you are ready (hopefully) to start the journey all over again.
Personally, the journey itself has been rewarding than the goal itself.
Side Note: I’ve always seen similarities between entrepreneurship and dating your girl. You don’t walk out because you’ve been elusive of the first kiss (surely won’t after you get it).