The No Project – An Anonymous Finale
As many of you will know, for the month of September whilst chasing stockists for Bento’s first season, I ran a small personal initiative called The No Project. The premise was simple, every time a potential stockist turned me down, I put aside $3. Each Friday, I took the total sum and gave it to a homeless person.
The idea was to turn a really crushing negative for me into a positive for someone else. Someone who hears ‘no’ a lot more often. By using this approach, I hoped to get over the hurt that goes with hearing ‘no’.
I’m happy to report that it worked. I’m not scared of no. I’m disappointed by the willingness the industry seems to have to lie and make excuses for their nos, but I’m not scared.
Since the end of September, I’ve been carrying around my last hoard of No Project funds ($20), waiting to be approached by someone homeless who needed it. I thought this would be a nice variation to me seeking someone.
Yesterday, it happened. Unlike my other No Project moments, I didn’t ask his name or his story. I didn’t take a photo. He asked me for change… I said I didn’t have any. I doubled back a second later and gave him the $20, saying “but I do have a note”.
He gave me a toothy grin and said “god bless!”… And then promptly ran into the army surplus store he was standing outside to tell them, and show off his $20.
Ultimately, this is what the No Project was about. No questions, no judgement, no interrogation or justification. Just the simple act of making someone’s day.
I’ve been asked if I’ll do the No Project again in the future. It’s hard to say. The nature of it is very much a reflection of who I am and the values at the core of Bento.
That said, I also really struggle with celebrating my own successes. In many ways, the No Project amplified this, causing me to chase nos and fail to dwell on the triumphs.
A version of the No Project is definitely on the cards, but I’d like to see it share wins, rather than failures.






