Hard nos are money in the bank for startups, if you leverage them. You have to chase down every hard no and ask why, why, why? Why don’t you love me anymore? Why doesn’t my value proposition work for you? Would you pay $10? What if I included a lifetime warranty? What if it was $5 plus a lifetime warranty?

From Brydon Gillis’s Free…It May Cost You Your Startup.

In other words, you’ve got to get to the heart of your user’s needs, and part of that is understanding who isn’t interested, and why.