We titled this section intentionally—because at some point in your entrepreneurial journey, you must learn to say no:
No to tempting but misaligned offers.
No to unnecessary advertising.
No to customers who aren't a good fit and aren't satisfied.
But while you draw those boundaries, don’t forget what truly sustains a business: love—for your team, your customers, and the real people behind every screen, every order.
Nurture those relationships. See beyond the transactions.
It’s in these sincere, human connections that your values grow—organically, meaningfully, and sustainably.
This section is all about boundaries and authenticity—about knowing when to say no, and remembering that behind every screen and order is a real human being. As your business grows, so does the noise. Offers, ads, requests—all trying to sell you what they claim you need. But often, you don’t need any of it.
The Courage to Say No
As your business scales, you’ll encounter sales pitches disguised as necessities—“protection” against legal risk, exaggerated problems, and fear-based tactics. These are business tricks. Don’t fall for them. If it doesn’t feel essential, you probably don’t need it.
The Power of the Few
When you serve thousands, don’t obsess over the handful who leave or demand more.
If most customers are happy, and only a few aren’t, let them go. Wish them well and move on.
Confidently Let Go
If you're confident enough to say no to 99% of people and focus solely on your 1% true-fit audience, that 1% will come to you—because you’ve made it clear you’re worth their time.
Why Not Advertise?
Go back to why you started in the first place. In your ideal world, would your website be flooded with ads?
When asking customers how you can improve, has anyone ever said:
“Please, add more ads to your site”?
Exactly.
It’s Only One Option
Your first idea is not the only path. No business ever grows exactly as planned. Be ready with alternate routes. Stay flexible.
You Don’t Need a Master Plan
Do you have a 20-year vision? A plan to revolutionize an industry?
If not, that’s okay.
Derek never had a grand vision either—and that didn’t stop him from succeeding.
Never Forget Why You Started
Are you helping people?
Are they happy?
Are you happy?
Are you creating value and making a profit?
If yes, you’re on the right path. If not, reset.
How Do You Measure Yourself?
You don’t need to follow someone else’s blueprint.
Ask yourself:
“Am I focusing on what truly matters to me—or what others think I should be doing?”
Care More About Your Customers Than Yourself
Put your customers first.
That’s the foundation of great service.
It’s not about you—it’s about them.
Even a Healthy Company Can Fall into Survival Mode
Businesses are created to solve problems. But what happens when the problem is solved?
Some companies, intentionally or not, hold back on solving the full problem—just enough to survive.
True value comes from solving it completely, not clinging to the pain point.
Act Like You Don’t Need the Money
When you act like you don’t need money, people will gladly pay you.
Customers can sense desperation the same way they sense love.
If you do what you love, people respond with generosity—not fear.
“We love to support those who give without expectation.”
Don’t Let One Ruin It for All
If one customer behaves poorly, remember: thousands of others didn’t.
Bad things happen. Learn patience. Don’t punish the many for the mistake of one.
They’re All Real People
Behind every screen is a real person—someone with a birthday this weekend, with close friends, with feelings.
Never forget that.
If they were sitting next to you, you’d treat them with kindness. Do the same online.
Translated by: Ta Huong Thao – Program Coordinator for Capacity Building at KisStartup
Source: Paul Minors
At KisStartup, we understand that reading an entire book can feel impossible for busy founders. That’s why we summarize essential startup books into focused, thoughtful sections—each under 5 minutes to read.
With a recommendation from Phan Dinh Tuan Anh, mentor at SME Mentoring 1:1, we discovered summaries by Paul Minors. After receiving permission, our team selected the most relevant books for Vietnamese entrepreneurs and translated them carefully.
These books have been reviewed and shared by our team, including Ta Huong Thao, and we hope they bring you value as they’ve brought us.
“The hard thing isn’t setting big, bold goals. The hard thing is having to let go of people when you fail to meet those goals.”
– Ben Horowitz
Let’s keep reading, growing, and building value—together.
Nguyen Dang Tuan Minh
Manager & Co-founder, KisStartup
STARTUP KNOWLEDGE | ENTREPRENEURIAL THINKING | BOOKS FOR FOUNDERS
Tags: Anything You Want, Saying No Boldly, KisStartup, Startup Mindset, Why Ads Aren’t Always Needed
