“Be Angry, Be Sad”: Ayesha Curry’s Secret Behind Business Empire to Benefit Over 33 Million American Ventures

“I’m not crazy. My mother had me tested.” This famous quip by Big Bang Theory‘s Sheldon Cooper could easily double as advice for navigating life’s uncertainties. After all, when setbacks come knocking, having a tried and tested plan of action can make all the difference! Ayesha Curry, the ever-dynamic entrepreneur, embodies the philosophy with her 24-hour rule—a strategy that’s as simple as it is profound.

In her recent interview with Executive editor Diana Ransom and editor Christine Lagorio-Chafkin, of Inc.’s From the Ground Up podcast, the Domaine Curry co-founder was candid about her struggles with setbacks, admitting she does not handle it well.

“No, honestly, I’m not, I can’t lie. Not well, but [I] give myself 24 hours to be angry, be sad, be confused, and then I try to move on. But I’m never going to suppress. It’s not my thing. I’m going to let it out and feel my feelings and then move on,” she shared.

This no-suppression approach has been a mental health game-changer for her. The principle has also become a cornerstone of her entrepreneurial success. How, you ask? “I try to always take a step outside of myself to see why the setback happened and then how we can fix it. And so I guess that’s a logical approach,” she further shared with her hosts.

There’s no doubt that this strategy will prove to be extremely helpful for over 33 million small business owners in the U.S. After all, they would also have reached a similar juncture at some point while growing their business. But that wasn’t all. In classic Ayesha Curry style, she had the perfect phrase for her setback strategy – “Illogical 24 hours with a logical future.” 

If she were ever to start a podcast like the one Savannah James did, this would be quite a perfect name for the show, wouldn’t you say? However, the Sweet July founder’s approach does not stop at self-care. It extends into the giving nature that has become central to the Curry family’s identity.

Steph and Ayesha Curry empowering through generosity

The Currys’ recent initiative, their 12th annual ‘Christmas With The Currys,’ is a heartwarming extension of the ethos. Organized through their Eat.Learn.Play Foundation, the event was all about spreading the holiday cheer to their beloved Oakland community. After all, the theme this year in itself was ‘Giving Joy’.

And part of that joy was furthering the joy of reading. “We have seen firsthand the joy students have through age-appropriate and diverse books that spark their imaginations and create a curiosity for new subjects,” the power couple said in a statement. Their efforts are quite vast, unsurprisingly.

It included donations of 100,000 books, to 18,000 elementary students in the Oakland Unified School District (OUSD). Moreover, their $2 million in resources included a $500,000 donation to the Alameda County Community Food Bank, ensuring 1 million meals for families in need.

The foundation’s literacy program, though, is just the beginning. Starting next year, Steph and Ayesha Curry plan to renovate school libraries across the district, complete with updated books, modern furniture, and vibrant spaces designed to inspire young readers. These actions do not simply reflect financial generosity. They point to a deeper commitment to uplifting the next generation.

But circling back to Ayesha’s story, her approach to setbacks—a mix of emotional honesty and logical follow-through—can very well be a blueprint for tackling life’s challenges. And for small business owners, the mother of four’s journey offers a relatable narrative: success isn’t linear. And thriving requires persistence, self-belief, and sometimes, 24 hours of unfiltered emotions.