One thing about raising money that really surprised you? How many no's you're going to get right away, which is the best part. How hard is it to not take everybody's price? 

Attentioner. It's not hard. I mean, I think one of the biggest misconceptions is people giving you money. I think a lot of people have this chip on their shoulder or a hair about them where they should be able to get the money, which is like somebody else's money. 

just giving money away, you're not giving money away, so obviously you have to earn it, and every conversation has to be closer to earning it. 

Hardest thing is to get to a no, not a yes. Everybody's tried to treat a conversation like sales where you're looking to get a yes. 

You want to get a no, and you want to get all the no's right away versus wasting your time.