From Crisis to Iterate: How We Turned Our Toughest Moment Into a Framework for Startups

A few months ago, we went through the worst crisis in our 4-year history.We lost our main client — the one who sustained most of our revenue.That forced us to make one of the toughest decisions: letting go four members of our team.

For weeks, I thought everything we had built was collapsing.

It was a very hard blow. But it also became the turning point.

Instead of sinking, we decided to put all our energy into rethinking the company. We asked ourselves a simple question: what can we do well and fast that truly makes an impact for other startups?

The answer was right in front of us: our ability to launch minimal products, listen to the market, and iterate fearlessly.

For years, we had been testing business models, verticals, and clients. Many didn’t work, but the one thing we always did well was iterate, again and again. That was our true strength.

Out of that crisis, Iterate was born — our framework to help other startups go to market in weeks, not years.The idea is simple: build a functional MVP in 28 days, put it in front of users, and learn as much as possible. Then, keep iterating in short cycles until you find real product-market fit.

It’s no longer about chasing perfection, but about accelerating learning.

I took several lessons from this situation:

• Never depend on a single client, no matter how valuable they are.

• Crises bring out the best and worst in people.

• Focus on what you can control and improve.

• Iterate as a life philosophy.

I’ve always believed that in the most adverse situations, that’s when you must prove to yourself who you really are.

No matter how bad things get, don’t change your attitude, don’t abandon your healthy habits, and never let suffering become the center of your life.

As cheesy or basic as this may sound, I hope it helps you if you’re going through a rough time.