I got some really bad news yesterday.

Yesterday, Meta announced it’s starting to pull the plug on Supernatural.

If you don’t know what that is, it’s my favorite workout app. I love the music, the environments, the whole experience.

But if I’m honest, I haven’t used it much in the last year.

Just this week, I told my Supernatural group chat I was finally jumping back in on 2/1. I had a plan. I had the intention. I was ready to “get consistent.”

And now, what I was planning to do is gone—or at least, that version of Supernatural is already changing. Maybe not overnight, but definitely not the same.

And honestly, I’m bummed—not just about the workouts.

Because I realized how often I see this same pattern with entrepreneurs I support.

They don’t ignore opportunities. They want them. They engage with them. They download the thing. They save the email. They screenshot the post. Sometimes they even sign up.

And they tell themselves, “I’m going to do this.”

But then they wait.

Not because they don’t care—because they assume it will still be there, unchanged, when they finally feel ready.

But things don’t stay still—especially now, with AI and all of the other rapid changes.

Platforms evolve. Tools get replaced. Algorithms shift. People change roles. Offers close. Access changes.

And when they finally say, “Okay, now I’m ready,” the version of the opportunity they wanted no longer exists.

That’s the part that hurts.

Not just missing the moment—but missing everything that would have come from starting earlier. The confidence they would’ve built. The momentum they would’ve stacked. The skills they would’ve sharpened. The funds they would’ve collected.

This is the part of entrepreneurship that doesn’t get talked about enough:

Waiting quietly costs more than failing loudly ever will.

And I say that as someone who values strategy, intention, and reflection.

But reflection isn’t movement.

I don’t want this to be one of those “I should’ve started when…” moments.

And if you’ve been sitting on something—a shift, a platform, a system, a direction—this is your nudge.

Not urgency.

Not pressure.

Just awareness.

Because opportunity rarely disappears with fireworks.

Most of the time, it just… fades.

And by the time people notice, it’s already gone—or different.

So here’s to embracing opportunity this year. Don’t let the momentum of what’s happening in search, AI, and business pass you by.

—Akilah