SW² Rejection Formula

A simple yet powerful formula for handling rejection and moving forward in business, shared by Airbnb founder Joe Gebbia as their sales formula.

The Formula Breakdown

• SW² = Some Will, Some Won't
• WC = Who Cares
• MO = Move On

Key Principles

• Accept that rejection is a natural part of business
• Don't take rejections personally
• Keep moving forward despite setbacks
• Focus energy on next opportunities rather than dwelling on rejections

Real World Applications

• Sales and customer acquisition
  • Some customers will buy
  • Some won't be interested
  • Move on to next potential customer
• Business development
  • Some partnerships will work
  • Some won't materialize
  • Focus on finding new opportunities
• Fundraising
  • Some investors will invest
  • Others will pass
  • Keep pursuing new investors

Why It Works

• Removes emotional attachment to outcomes
• Creates forward momentum
• Prevents getting stuck on individual rejections
• Maintains focus on overall progress
• Helps maintain consistent action despite setbacks

Implementation Strategy

• Use it as a daily mantra
• Apply it immediately after rejection
• Focus on volume of attempts rather than individual outcomes
• Keep track of successes rather than failures