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The coach who ask the uncomfortable questions, the mentor who gives you honest feedback about your latest product idea, the customer who tells you why he didn’t choose you, the web developer who tells you that your idea for the landing page is not that great: these people are one of your best assets because they are risking your good opinion of them just to help you to realise the story that you want to tell.
They are committed to your dream, to your story. Honour them and listen to them.
Remember: your story is bigger than yourself.