If someone says they don’t believe in what you’re doing, what do you do? Do you spend your time trying to convince that person to believe, or do you try to find other people with a similar value proposition who already believe?
If you think that the person who said “no” has a stronger value proposition than the alternatives, you should probably try a few more times. That’s persistence and it’s a valuable trait.
However, if their value proposition isn’t that different, or if it is but you’re unable to change their mind after a few more tries, you’ll get a much higher return on your time by spending it trying to find people who already believe.
In other words, finding someone who already believes is easier than trying to change the mind of someone who doesn’t believe.
This is true not only for entrepreneurship but for many other walks of life.
Also published on Medium.