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Have you ever felt like giving up on your dreams because things weren’t going according to plan? Well, you’re not alone. Many of the most successful companies in the world have faced hardships that would have made anyone consider quitting.
Every business has its ups and downs—periods of triumph and moments when the odds seem insurmountable. But history shows us time and again that persistence can transform struggles into success. Here are seven stories of businesses that never gave up, proving that resilience truly pays off.
I’ve also included book recommendations that align with the themes these companies focused on while overcoming challenges and ultimately achieving success.
1. Nissan
Founded: December 26, 1933
Nissan is a Japanese automotive manufacturer that has overcome periods of financial loss and market instability by restructuring its operations and investing heavily in electric vehicle technology. Through strategic innovation and leadership, the company transformed major setbacks into opportunities for long-term growth.
Book Recommendation:
Shift: Inside Nissan’s Historic Revival
2. IBM
Founded: June 16, 1911
International Business Machines Corporation faced a sharp decline in the early 2000s as demand for traditional hardware dropped. By pivoting toward cloud computing, software solutions, and artificial intelligence, IBM successfully reinvented itself and maintained its relevance in a rapidly changing technology landscape.
Book Recommendation:
IBM: The Rise and Fall and Reinvention of a Global Icon
3. Nintendo
Founded: September 23, 1889
Nintendo experienced declining sales during the GameCube era, but the company rebounded by embracing innovation and focusing on family-friendly entertainment. With the success of the Wii, Switch, and mobile gaming initiatives, Nintendo proved that creativity and reinvention can restore market leadership.
Book Recommendation:
Game Over: How Nintendo Conquered the World
4. Ben & Jerry’s
Founded: May 5, 1978
During its early years, Ben & Jerry’s struggled financially but built a strong identity through bold flavors and a commitment to social responsibility. This mission-driven approach helped the company develop a loyal global following and become one of the world’s most recognized ice cream brands.
Book Recommendation:
Ben & Jerry’s: The Inside Scoop
5. Best Buy
Founded: August 22, 1966
As online shopping expanded, Best Buy faced declining sales and fierce competition. The company adapted by strengthening its e-commerce presence, improving customer service, and implementing price-matching strategies, which helped it regain consumer trust and stabilize its market position.
Book Recommendation:
Big Change at Best Buy
6. Starbucks
Founded: March 30, 1971
During the 2008 recession, Starbucks experienced a decrease in sales but recovered by refocusing on customer experience, expanding its menu, and investing in digital innovation. These strategic shifts allowed the company to strengthen its brand and return to sustained growth.
Book Recommendation:
Pour Your Heart into It
7. PepsiCo
Founded: August 28, 1898
PepsiCo began as a small and financially challenged beverage company but gained ground by diversifying its product portfolio and investing in healthier alternatives. This forward-thinking approach helped the company remain competitive and expand into a global brand.
Book Recommendation:
Good Design Is for Everyone
How Can the Challenges These Companies Faced Inspire Us in Our Own Endeavors?
The resilience demonstrated by these companies highlights the value of perseverance and adaptability when facing challenges. Their stories remind us that setbacks are not an ending but an opportunity to rethink our strategy, strengthen our resolve, and continue moving forward. As an entrepreneur, you may encounter obstacles that cause doubt — but persistence and determination can turn those moments into defining milestones on your journey to success.
Last Updated on January 2, 2026
by Daniel Zohar
I’m an entrepreneur and digital marketing enthusiast who loves helping people grow—not just in affiliate marketing, but in all areas of online business. I enjoy showing others how to build a strong brand, create meaningful content, and use tools that make work easier. Over the years, I’ve learned what truly works in digital marketing, from creating websites that convert to building an engaged audience through email and social media. After more than ten years in the field, I’ve gathered plenty of lessons I enjoy sharing through my writing and talks. I use my own experiences to help others reach their goals and build something lasting. Besides running my business, I’m a fiction writer in the speculative genre, with dozens of short stories published in various magazines and anthologies. For eighteen years, I was a Top 10% Reviewer at Zoetrope, an online venue for creatives, where I helped members strengthen their writing. When I’m not working as a writer or marketer, you’ll probably find me cooking, reading, or watching a good baseball game. I live in New York City, where I was born and raised.