You're Never Out of Options
Entrepreneur US|Startups - Summer 2024
An entrepreneur's path is never simple or easy-but you have more opportunities than you think.
JASON FEIFER
You're Never Out of Options

You've hit a wall. Maybe it's an idea that won't work. A pursuit you were rejected from. An effort that failed. Now you feel stuck and frustrated.

I've felt it too-but I learned four simple words that help me move past it. I think they can help you too.

To appreciate them, I'm going to take you back in time. The year is 2005. Kara Goldin and her husband Theo were making a lightly flavored, all-natural beverage in their kitchen. They called it Hint Water, and they thought it had potential.

But when they tried to mass-produce the drink, they hit a problem. Kara writes about this in her book, called Undaunted. Her husband tried to find a manufacturer for the drink, but everyone said it was impossible: They couldn't make the drink without preservatives or other chemicals, because it wouldn't have the shelf life for national distribution.

"Well, what can we do?" Kara asked Theo.

"We can have a product with a very short shelf life that we deliver locally out of our Jeep in a limited area in San Francisco," Theo replied.

This story is from the Startups - Summer 2024 edition of Entrepreneur US.

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This story is from the Startups - Summer 2024 edition of Entrepreneur US.

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