Jia Jiang's 100 Days of Rejection: The Experiment That Changed Everything

In 2012, Jia Jiang was a 30-year-old marketing manager with a secure job, a supportive family, and a crushing secret: he was terrified of his own potential.

Jiang had moved to the U.S. from China with dreams of becoming the next Bill Gates. But every time he had a big idea, he would find a reason not to pitch it. He was paralyzed by the possibility that someone would tell him “no.”

When a major investor finally did reject his startup project, “Hooplus,” Jiang felt like his life was over. But instead of giving up, he decided to face the “life-and-death” feeling of rejection head-on.

He committed to a 100 Days of Rejection challenge, documenting each attempt in a video blog. Little did he know, he was about to change the way millions of people think about social courage.

The Viral Moment: Olympic Doughnuts

Day 1 was a disaster. Jiang asked a security guard for $100 and ran away the moment the guard said no. He didn’t stay to talk; he just fled.

But as he watched the footage later, he realized that the guard wasn’t mean or hostile—he was just curious. The guard had even asked “Why?”

By Day 3, Jiang was ready to try something bolder. He walked into a Krispy Kreme in Austin, Texas, and asked the shift leader, Jackie Braun, to make him a custom box of doughnuts in the shape of the Olympic rings.

Instead of laughing at him, Jackie took a piece of paper, sketched out how the rings could interlock, and spent fifteen minutes in the kitchen making them happen. The video went viral overnight, garnering millions of views and proving Jiang’s first big lesson: The world is often kinder than we imagine if we approach it with creativity and courage.

From “Running Away” to “Tinkering”

As the 100 days progressed, Jiang’s mindset shifted from mere exposure to what he called “tinkering.”

He realized that his initial reaction to rejection was to flee immediately, which prevented him from learning anything or calibrating his social approach. By adopting a growth mindset, he developed three key strategies for “tinkering” with social interaction:

The “Why” Inquiry: Simply asking “Can I know why?” after a rejection often revealed that the “no” wasn’t about him—it was about the other person’s constraints (e.g., store policy, time limits).
Addressing Preemptive Doubt: By acknowledging the absurdity of a request upfront (e.g., “I know this sounds weird, but…”), he lowered the other person’s defenses.
Collaborative Negotiation: He learned that many “nos” can be turned into “yeses” or “partial yeses” if you stay to explain your intent and find common ground.

The Results: Rejection Proof

Jiang’s experiment eventually led to a TED talk with over 10 million views, a bestselling book titled Rejection Proof, and his acquisition of the Rejection Therapy brand in 2016.

But more importantly, it changed his life. By the end of the 100 days, he was no longer the man who was too afraid to pitch his dreams. He had become a leader, a speaker, and an entrepreneur who understood that rejection is just a data point, not a verdict.

Jia Jiang’s 3 Lessons for You

Don’t Run: Stay in the conversation after the “no.” The most interesting things happen after the first rejection.
It’s Not About You: Most people have their own reasons for saying no that have nothing to do with your worth.
The Ask is the Win: Whether they say yes or no, the fact that you asked is a victory for your courage.