Every Entrepreneur Hears "No."
The Smart Ones Actually Listen.
- Nikoa Evans
Let’s get to the nitty gritty…
“No” is the only word you can trust in this game.
Not the compliments. Not the followers. Not the “circle back” emails.
Definitely not the “sounds amazing” hype.
Just No.
Because “No” is the raw, uncut truth. There’s no word more consistent, more honest, or more useful in business.
NO.
It’s not pretty. It’s not padded with praise. But it’s the one response that actually tells you something real…if you’re paying attention.
Most entrepreneurs avoid or dismiss it.
They chase yes. They chase hype. They chase applause.
And then they wonder why things stall, why conversions tank, why momentum dies.
Because “Yes” is often just a delay. A dodge. A polite way to keep you out of the inbox.
The No is a Mirror.
It reflects back what your brand, your pitch, your product is and what it’s not yet.
“No” is the friction. And friction is where things get interesting. Every entrepreneur who’s ever built something that lasted has had to face it, again and again.
But here’s the thing: You can trust the No.
A wave of no’s could mean you’re selling to the wrong person. Or pitching too soon.
Or trying to look like everyone else instead of saying what actually makes you different.
The No is feedback.
Not failure. Not rejection. Just data wrapped in discomfort.
A customer says it’s “too expensive”?
Maybe it’s pricing. Maybe it’s presentation. Maybe they just don’t get the value, yet.
A partner says it’s “not the right time”?
Could be timing. Could be fear. Could be lack of vision.
During my 25+ year journey as an entrepreneur, I’ve heard the word “No” more times than I can count.
The reason doesn’t matter as much as the data behind the decline.
Your job isn’t to take it personally. Your job is to get curious.
Dig deeper. Pivot sharper. Build better.
Great founders don’t just hear “no”
They investigate it.
The Founders Who Win?
They stop trying to outtalk the no. And they start using the data like a compass:
To refine the pitch. Revise the copy. Sharpen the offer. Clarify the promise.
Or flip their strategy entirely and walk away from the wrong audience or direction
and find the right one.
Because the no didn’t break them, it built them.
So next time you hear “No”
Don’t flinch. Take notes.
Because that one word? Might just be your best advisor.
The Nitty Gritty Takeaway:
If you’re not hearing “no,” you’re playing too small.
And if you’re not learning from it, you’re wasting your edge.
Let’s get gritty and grow together.
Nikoa
On another note, here’s a reason to say Yes! (smile)
As I’ve shared in previous posts, I’ve helped hundreds of entrepreneurs transition their brands from their kitchen table to retail store shelves.
In 2015, I leveled up that support by creating a supplier accelerator program in collaboration with Whole Foods Market and Columbia Business School called the Harlem Local Vendor Program™ (HLVP) specifically designed to help launch local brands in large scale retailers including Whole Foods Market.
Over 250+ entrepreneurs participated in the program with many of these brands thriving today, distributing their products in their own independent and online stores, as well as specialty, grocery and department stores throughout the U.S. and abroad. (To view a few of the brands I’ve supported visit LINK.)
Although I no longer administer the HLVP program, I’m often asked by makers of CPG (consumer packaged goods) how they can transform their brands to become retail-ready.
So in response, I’ve created The Shelf Ready Checklist to provide some answers to these questions. Whether you're producing food, beverage, beauty, wellness, or home goods; and you’ve been selling at pop-ups or online and wondering how to get into stores like Whole Foods, Target, or your neighborhood grocer, The Shelf Ready Checklist will walk you through what it takes to go from "kitchen table" to store shelves.
Because retail buyers aren’t just looking for good, they’re looking for retail-ready.
So, what’s inside the Shelf-Ready Checklist?
✅ Packaging tips that pop (and follows compliance rules)
✅ Pricing tips that protects your margins
✅ Sell sheet must-haves
✅ Retailer red flags to avoid
✅ Buyer pitch prep + mindset reset
This is NOT just a “pretty label” game. This is about becoming the kind of brand retailers trust to put on their shelves.
If you’d like to get your copy (or share a copy with an entrepreneur you know) click the button below and let’s grow.
Nikoa
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