The Business of Timing: Why Starting in a Down Market Isn’t Always a Bad Move
In 2009, while many were pulling back and waiting out the Great Recession, our CEO Jaebadiah Gardner made the opposite move. He wrote a business plan and launched Gardner Global, a real estate development company, at one of the most uncertain economic moments in recent history.
At the time, people laughed. “Why would anyone start a development company in a recession?” But history has a funny way of showing us that downturns often produce the next generation of leaders.
The Recession Advantage
Recessions shift the playing field:
Lower barriers to entry: Costs of land, labor, and even attention often dip when markets cool.
Less noise: With fewer people starting new ventures, it’s easier to stand out.
Stronger relationships: Deals get done with people you trust, not just the highest bidder.
If you’re willing to take the risk, a downturn can be the perfect storm to test ideas and build muscle.
Lessons from the Greats
This is not a new concept, some of the most recognized companies in the world were born in downturns:
Airbnb 2008: Launched as travel budgets shrank, creating a new affordable way to stay.
Uber 2009: Turned scarcity of jobs and high gas costs into an entirely new mobility industry.
Microsoft 1975: Started during a 70s recession, when personal computing was still “a hobby.”
What they all share is the same principle: recessions forced creativity, discipline, and resilience.
GardnerGlobal’s Take
For Jaebadiah, the lesson was simple: you don’t wait for perfect conditions — you build in the conditions you’re given.
By starting in a recession, Gardner Global had to be lean, resourceful, and strategic from day one. Those habits became part of the DNA that still guides the company today.
“People laughed when I launched a development company in 2009. But I thought we were supposed to buy low, sell high.” - Jaebadiah Gardner
It’s a reminder that market timing is less about predicting the future and more about preparing yourself to move even when it feels uncomfortable.
Takeaway for Entrepreneurs
If you’re holding back on launching a business or project because the economy feels uncertain, remember:
Down markets = opportunity to buy or build at lower cost.
Your discipline matters more than the headlines.
Risk never disappears — it just changes shape.
Sometimes the best time to start isn’t when the market is booming, but when the world tells you it’s impossible.
Curation
“0 to 100 / The Catch Up” – Drake
GardnerGlobal started in the middle of a recession, when doubt was loudest, this tune captures the energy perfectly moving from zero to scale with precision and purpose.