Sunrise or Sunset?

In the startup world, we often speak of "sunrise" and "sunset" industries, of businesses rising and falling, of markets opening and closing. But recently, I wanted to try a different take on this one.

Consider the daily dance of sunrise and sunset. Scientifically, they're the same phenomenon – simply Earth rotating relative to the Sun. The only difference is our orientation.

## The Illusion of Endings

What appears to be a sunset in Silicon Valley might be a sunrise in Singapore. When one market closes, another opens. When one technology becomes obsolete, it often enables the birth of something new. The death of retail as we knew it was the birth of e-commerce. The decline of traditional advertising was the dawn of digital marketing.

As founders, we're often so immersed in our local ecosystem that we forget this global perspective. We might see our sector "setting" in one market while missing its "rising" potential elsewhere.

## Context is Everything

Just as we can't determine whether we're witnessing a sunrise or sunset without knowing our place in time and space, business transitions require context to be understood. Are we experiencing a market downturn, or is this the necessary reset before the next boom? Is our business model truly becoming obsolete, or are we simply in the challenging phase of transformation?

1. Perspective Shapes Reality

- What looks like failure from one angle might be preparation for success from another

- The "death" of your current business model might be the birth of your next innovation

2. Global Thinking is Critical

- Your sunset market might be someone else's sunrise opportunity

- Geographic transitions can breathe new life into existing business models

3. Timing Determines Strategy

- Understanding where you are in the cycle helps determine whether to push forward or pivot

- Sometimes holding on through the "sunset" leads to the next "sunrise"

As entrepreneurs, our greatest skill isn't just identifying whether we're in a sunrise or sunset phase – it's learning to thrive in both. It's understanding that every ending contains the seeds of a new beginning, and every successful business model eventually needs reinvention.

The most successful founders I know don't just chase sunrise industries; they learn to find opportunity in every phase of the cycle. They understand that what matters isn't whether the sun is rising or setting, but how we position ourselves relative to the light.

The next time you're tempted to label a business situation as definitively good or bad, rising or falling, consider this: Are you witnessing a sunset, or are you simply standing on the wrong side of the world?

In business, as in nature, the sun never really sets – the world just turns.