Start Before You Feel Ready - How to Overcome Rejection and Take Action w/ Jonathan Petrides [AllPlants]

Most people wait to feel ready before they begin. But readiness is often the the feeling we only enjoy after we have already taken the first step.

Jonathan Petrides, founder of AllPlants, knows what it means to keep going when the obvious answer is “no.” He was rejected by every university he applied to, experimented with businesses that went nowhere, and eventually built a company around a simple insight: people may want to eat more plant-based food, but wanting something and making it easy are different things.

This conversation explores the psychology of taking action before you feel ready, finding a mission worth committing to, and staying resilient when progress is slow. JP explains why purpose creates endurance, how persistence can change outcomes, and why showing up often gives you an advantage over people who are still preparing.

Turn rejection into information rather than identity.

Find a problem you care about solving for years.

Make the first step so small that action feels inevitable.

Listen now and start before you feel ready.

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Chapters

00:00 Introduction01:19 Importance of Showing Up02:01 Who JP Is03:50 The importance of a Fallow Period05:03 Finding Something You Can Commit To06:53 Why JP Moved to Nairobi08:55 Starting a Vegan Business12:59 How AllPlants Operations Started15:40 Did AllPlants Go to Investors?18:21 The Most Difficult Thing AllPlants Faced21:02 Mistakes Made22:22 Converting No Into Yes29:22 JP’s Mantra in Life30:16 Earliest Memory31:11 The Kindest Thing Someone Has Done32:09 Send-Off

Topics

How to turn rejection into persistence, purpose, and entrepreneurial action.

Building AllPlants and making plant-based food easier, tastier, and more accessible.

Why meaningful missions create resilience during difficult stages of business growth.

The psychology of starting before you feel confident, prepared, or ready.

How entrepreneurs can use long-term thinking to navigate uncertainty and setbac