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 Introduction
01:19 Importance of Showing Up
02:01 Who JP Is
03:50 The importance of a Fallow Period
05:03 Finding Something You Can Commit To
06:53 Why JP Moved to Nairobi
08:55 Starting a Vegan Business
12:59 How AllPlants Operations Started
15:40 Did AllPlants Go to Investors?
18:21 The Most Difficult Thing AllPlants Faced
21:02 Mistakes Made
22:22 Converting No Into Yes
29:22 JP’s Mantra in Life
30:16 Earliest Memory
31:11 The Kindest Thing Someone Has Done
32:09 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 setbacks.

• Turning customer behaviour insights into practical innovation and sustainable business models.

• The challenges of scaling operations, hiring teams, and eliminating organisational debt.

• Why convenience and deliciousness influence plant-based eating more than moral arguments.

• Learning from failed ideas, abandoned ventures, and entrepreneurial experimentation.

• The importance of showing up, asking directly, and creating unexpected opportunities.

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