A founder’s emotional connection to the business can shape how persistently they pursue it. New research from the University of Bath School of Management indicates that difficulty identifying and interpreting personal feelings may weaken that connection, especially when the pressure is high.
For entrepreneurs balancing a venture with employment, emotional self-awareness is more than a personal development issue. It can influence judgement, endurance and whether setbacks are treated as problems to solve or reasons to disengage.
- More than 400 entrepreneurs in Indonesia and the United States contributed to the underlying research.
- Greater difficulty interpreting emotions corresponded with weaker commitment to business objectives.
- Weaker emotional attachment to a venture also appeared alongside reduced goal commitment.
- The adverse effect was especially visible during stressful periods.
- Suggested supports included mindfulness, structured reflection and better stress management.
What the research actually found
The study examined alexithymia, a personality characteristic that can make people struggle to identify their feelings and put those feelings into words. It is not considered a mental health disorder and is generally assessed through questionnaires or a third-party evaluation.
According to workplaceinsight.net, entrepreneurs displaying greater alexithymia showed less dedication to their venture objectives. They were also less likely to feel emotionally invested in the business. The paper links that weaker attachment to reduced commitment.
The research was published in the Journal of Business Venturing Insights. Lead author Jason Gabriel Jonathan argued that the issue becomes particularly consequential when a founder is already under strain.
That distinction matters. The findings point to a meaningful relationship, but they do not establish that emotional recognition guarantees success. A founder can understand their emotions perfectly and still build a weak product, misjudge demand or manage finances badly.
Why pressure magnifies the problem
Consider a founder whose attempts to raise investment repeatedly fail. Each rejection brings practical information, but it also carries disappointment that may be difficult to separate from the company itself.
The research suggests that this confusion can be costly. A founder may gradually stop experiencing the venture as exciting and begin viewing it as a burden. Financial pressure then compounds the problem, reducing emotional investment and commitment to getting the product ready for customers.
This creates a feedback loop. Stress lowers the ability to think clearly. Weaker clarity leads to fewer deliberate adjustments. Reduced engagement makes the business feel increasingly pointless, which adds still more stress.
The usual founder playbook focuses on strategy, finance and leadership. That work remains essential. The study simply adds another operating consideration: founders should notice how emotional responses are influencing decisions during difficult stretches.
Why this matters for growing businesses
Founder emotional awareness is not about allowing feelings to dictate the roadmap. It is about distinguishing an emotional reaction from a sound business conclusion.
“I feel discouraged” describes a temporary state. “This business is worthless” makes a sweeping judgement based on one demanding period. Confusing the two can turn an operational setback into a premature exit.
There are also trade-offs. Spending time naming emotions can feel unproductive when urgent customer or cash-flow problems need attention. The answer is not unlimited reflection. A short, repeatable check can separate useful information from rumination.
For people considering a side hustle, this is a useful test before scaling. If you enjoy the work but dislike uncertainty, build early-stage habits that make setbacks easier to interpret: financial reserves, clear customer goals and a schedule that prevents the venture from consuming everything. If the business repeatedly damages your sleep, concentration or financial stability, growth may not be the only issue that needs attention.
A practical founder reset
Say you operate a consulting side hustle after your day job. Three prospective clients reject your proposal, and you begin avoiding outreach. Instead of immediately changing the offer, record three things: what you feel, what evidence supports that feeling, and what action comes next.
A possible entry might read: “Anxious and disappointed; all three rejections cited price; ask two buyers what outcome they would pay for, then adjust the package.” The exercise does not replace sales analysis. Its purpose is to keep emotion attached to specific evidence rather than to the worth of the entire venture.
Repeat the reset weekly during stressful periods. If the same pattern continues, review the commercial assumptions with someone objective. If emotional strain is affecting your judgement or functioning, seek appropriate professional support rather than relying on a business exercise to solve a wider problem.
What to watch next
The immediate implication is practical: emotional awareness deserves a place in founder development, alongside finance, strategy and leadership. Business incubators and mentoring programmes could also incorporate exercises designed to improve recognition of feelings.
The larger question is whether specific techniques produce measurable improvements in decisions and business persistence. Readers should treat mindfulness and reflection as candidate practices, not proven shortcuts to revenue.
The strongest stance is cautious. Emotional clarity can protect motivation and improve judgement, but it works alongside sound economics and honest market feedback.
Key takeaways
- Stress can turn difficulty interpreting emotions into weaker attachment and less persistent pursuit of business goals.
- Describe the emotion separately from any decision it appears to demand.
- During setbacks, record your feelings, the supporting evidence and the next controlled action.
- Combine emotional reflection with financial discipline, customer feedback and realistic workload limits.
Frequently asked questions
What does the study suggest about alexithymia and founder commitment?
Higher levels of the trait corresponded with weaker attachment to the business and less commitment to its objectives, particularly when founders felt substantial stress.
How was the research conducted?
It used a research base of more than 400 entrepreneurs based in Indonesia and the United States.
Can emotional self-awareness replace business planning?
No. It may improve judgement and persistence, but sound finance, strategy and customer evidence remain essential.
Which techniques did the researcher recommend?
The suggested approaches included mindfulness, reflection exercises and stress-management techniques, as well as adding emotional self-awareness to founder-support programmes.