How To Deal With Doubters in Business Without Shrinking
Start anything bold (quit your job, raise your prices, launch a wild or weird idea) and the doubters will show up like clockwork. The reality is that dealing with doubters in business is part of the playing field.
Some are direct and more in your face:
“Are you sure that’s a good idea?”
“Is there even a market for that?”
“That’s a lot of risk.”
“Interesting…why would you want to do that?”
Others smile and nod, while quietly counting you out and writing you off.
They might mean well (they usually do), and often they’re people who love you. But they don’t see what you see. They haven’t felt what you’ve felt or seen what you’ve seen. It’s okay. They’re not supposed to get it. They’re not you and your vision isn’t a group project.
When the Doubt Comes From the People Closest To You
The weird part is that sometimes the loudest doubters are the people closest to you.
A relative. A friend who’s known you forever.
It stings more because it’s personal, but it doesn’t always mean they don’t believe in you. Maybe they just can’t see it yet. Or they’re trying to protect you from disappointment and rejection.
They want safety for you, but you’re choosing growth.
And honestly, sometimes it’s hard for people close to you to believe you could be that great, that successful, that influential, because they’re used to you just being… you. Not a big deal. Just their sibling, cousin, classmate, or friend.
Familiarity can dull perception.
Your greatness doesn’t require their recognition though.
Let that be what it is and. keep. going. Love them, but don’t outsource your courage to them.
Beware of the Know-It-Alls
There’s a special breed of doubter: the know-it-all.
They’ve never built what you’re building, but they’re quick to criticize (and they’ve got strong opinions about how you should do it). They throw out stats. They cite “the market.” They’ve got stories… like how they’re cousin’s friend’s business that failed in 2012. And they say all of this with just enough authority to make you second-guess yourself.
But if it’s not their profession, or even remotely in their zone of expertise, they probably don’t know what they’re talking about.
Just because someone is confident doesn’t mean they’re qualified. Just because someone is loud doesn’t mean they’re right. And just because someone loves you doesn’t mean they know what’s best for you, your business, your brand, or your next move.
If you wouldn’t take medical advice from your Uber driver, maybe don’t take business advice from a random neighbor, old friend, or LinkedIn commenter.
Most know-it-alls are just people who’ve confused caution with wisdom.
They sound smart because they’re skeptical, but building something new requires a different kind of intelligence… the kind that learns by taking action and isn’t afraid to take some risks along the way.
You don’t need another critic in your head. You need a compass.
When the Doubt Looks Like Silence
Not all doubters speak up. Some just ghost you.
A prospect who disappears. A follower who unfollows. A customer who says, “Not right now” and never circles back.
It’s tempting to internalize that silence as failure. But don’t.
Sometimes people say no because they’re not ready. Other times they say nothing because they’re watching. And sometimes their “not now” clears the path for you to give a giant “Yes!”.
Hear “no” and keep moving.
Hear silence and keep showing up.
Every “no” gets you closer to the next aligned “yes”.
Doubt is a Mirror, Not a Verdict
Here’s the deal: doubt (yours or theirs) isn’t the enemy. It’s feedback. It’s data. It’s a mirror reflecting back to you and asking you, “How bad do you want this?”
Every meaningful pursuit involves risk. Every pivot invites critique. Every leap will get you a few “Are you sure?” glances, texts, and conversations.
And who wants to live a life where you’re constantly trying to gain consensus anyways?
The truth is, you can’t build something original while begging for approval from people who’ve never seen, imagined, or built what you’re building.
So, let your results do the talking.
The best response to doubt isn’t a debate: it’s results.
They’re Not Supposed to Get You
Keep showing up and refining. Keep stacking small wins. Some doubters will become supporters. Others will stay quiet and some will just disappear. Meanwhile, as you keep growing and building and risking – inevitably, you’ll face new and different doubters. It’s all part of it.
But none of them get to decide if you succeed. That’s your job.
Some people will never choose you. And that’s okay. They’re not your people. They’re not your target customer. They’re not the audience you’re building for. They were never going to say yes — no matter how many times you changed your pitch, your price, or your message.
You. don’t. need. universal. approval. You need alignment.
Let them scroll. Let them pass. Let them doubt.
You’re not here to convince everyone. You’re here to connect with the ones who already feel it in their gut.
So Choose Your People
Not everyone deserves a front-row seat to your process. In case you missed that… NOT EVERYONE DESERVES A FRONT ROW SEAT TO YOUR PROCESS.
Surround yourself with people who challenge you without shrinking you. People who say, “Phew, that's scary, but you’re ready.” People who’ve wrestled with doubt and done it anyway.
Find those people. They’re your tribe.
Because you can’t be everything to everyone.
This part is non-negotiable: If you try to be for everyone, you’ll end up resonating with no one.
Have an edge. Some people won’t get it, and others will even hate it. Good.
Welcome the haters because it means you’ve got clarity — that your voice has weight. It means you’re not beige. Vanilla brands don’t get hated, but they don’t get remembered either.
You’re not here to blend in. You’re here to take up space. Make noise. Stand for something. Just know this inherently comes with some friction… can you welcome it?
If you’ve got doubters, including the polished, well-meaning know-it-alls, good. It means you’re doing something worth noticing.
Don’t waste your precious time and energy trying to convince them, just use it to build something undeniable.
More soon,
Lane + Mahla
CONSULTANTS + PARTNERS
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