In launching Frames of Reference, my journey thus far has seen me face a variety of challenges. While many of the trials I have encountered have been uniquely mine as a sole-trader pioneering a new business format, one challenge that I know to be more commonly shared among individually-led start-ups is loneliness. Not only does the specter of loneliness frequently loom over those setting out on their own, but it is arguably one of the hardest challenges to contend with in that it can be an emotional, intangible and illusive haunting. It is also not always readily talked about. I therefore wanted to share some honest thoughts, feelings and reflections on my experience of loneliness, and hopefully dispel the notion that loneliness is anything other than natural.