The riskiest move in business is not the risk of starting. It’s the risk of starting in the wrong season.

Industries don’t stand still. They evolve, mature, and eventually decline. The entrepreneurs who win are those who pay attention to this cycle.

Enter too early, and you’ll suffer chaos without structure. Enter at the peak, and you’ll fight for space in a crowded market. Enter too late, and no matter how smart or wealthy you are, the market has already moved on.

That’s why studying industry cycles is not optional, it’s survival. Business brilliance is not only about hard work, but also about knowing where the wave is heading.

Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).