If you're not saying 'Hell Yeah' about something, say 'No'.
Business is not about money. It's about making dreams come true for others and for yourself.
If it's not a hit, switch.
You can't please everyone, so proudly exclude people.
Every time you're making a choice, one choice is the safe/comfortable choice - and one choice is the risky/uncomfortable choice. the risky/uncomfortable choice is the one that will teach you the most and make you grow the most, so that's the one you should choose.
Instead of staying strong and working through when times are really tough, I usually quit this recipe for failure and start a whole new recipe. So if something is too challenging, I tend to chalk it up as not a good fit, and move on to something else.