What does it take when the road to business growth is ever longer, bumpier and filled with potholes?

The topic made the media decision makers uncomfortable – really uncomfortable. So what did we do, armed with a great product and no place to tell anyone about it? We got creative and used the rejection of our ads to fuel a creative PR strategy: “If you won’t let us buy media, we will create it.” And with the right partners and focused strategy, we told our story over and over again to anyone who would listen, making it about the disparity of standards and access to advertising for male and female products. The NY Times, ABC news, and dozens of other major media outlets and sites covered it. And people heard about the product and bought it.

So what have these business leaders learned  despite bucking convention and how might it apply to other businesses?

1) Never give up.

Find a path over/under/around if going straight through is not an option to get to your goal. Sure, double or different standards clearly exist. You don’t have to like them, but you need to acknowledge them and find a way to work around those who don’t get it. Many entrepreneurs describe distribution doors literally and proverbially slamming them in the face – until they found the visionary who “got it”, who took a chance on carrying their product. And then they watched the laggards join the movement.

2) Ask for help from people who have fought the same battles

You can save a lot of time by using others in your industry as your business brain trust. Or look to leaders in other industries who have faced the same hurdles; those who experienced years of pushback before making headway. Think of the discussions of driverless cars just a few years ago or the lengths people had to go to get shelf space for “gluten-free” foods.

3) Never, ever lose your sense of humor.

You will hear offensive comments, inappropriate and disparaging remarks about you, your product and the prospects for your business. You need to find what works to keep your focus and lighten your mood in those stressful times. For me, I think of quotes from my favorite movies (think Airplane, Wedding Crashers, The Hangover). Find your own solution to keep smiling through the pain (and pleasure).

4) Use your passion to make stuff happen.

Don’t listen to the naysayers who confuse your passion for business with being emotional. Your passion will keep you motivated.

So be bold. Be creative in getting your message out. Find people who can help you with tried and true strategies. Keep focused in spite of the challenges. Make sure your business has its time in the sun – no matter how many times you are told no and how delightfully uncomfortable you make people.