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EpisodesGuest InterviewSeason 3

Falling Forward with NoorJehan Tourte

Episode 51 | January 23rd, 2024

NoorJehan Tourte, Senior VP brand strategist and young women's empowerment advocate has made it her mission to teach women how to fall forward.

Listen in as NoorJehan talks about the art of falling down and getting back up to become an assertive, confident, and strong woman for yourself.


Welcome to “That’s a Hard No”the podcast about learning to say no and set boundaries to live our best lives. 

Follow along with me as we learn from fellow strugglers and experts, so that you too can start saying no without feeling fear, guilt, or FOMO. 


NoorJehan Tourte, a Senior VP brand strategist, Sports Illustrated Swim Search Semi-Finalist, and a young women’s empowerment advocate thinks its more important to be respected than to be liked. She has made it her mission to get women excited about the prospect of falling on their faces, over and over, if it means they are making their one life on this earth count. With an MBA from Columbia University and an MPH from UCLA, she hopes to inspire women with her message of empowerment, resilience, and living life to the fullest! 
Key Takeaways

Is it better to be kind or respectable? Why can’t we be both? Am I not strong if I am nice?

[00:02:46] People-Pleasing and Respect

  • This realization came as I grew older, as I learned while finding my voice
  • Not intentionally doing things to be disliked

“It’s more important to be respected than to be liked.”

[00:06:41] Finding Balance in Not Caring About Being Liked

  • It’s empowering to stay home or choose NOT to do things when you won’t be with people who you share joy in spending time with
  • Not actively going out of your way to be rude or tie your feelings closely to others perceptions of you

[00:07:13] The Difference Between Being Nice and Kind

  • Nice is perceived as weak or a pushover
  • Kind is just that. Know how to say no, while being gentle/respectful

[00:08:04] The Courage to be Disliked

[00:09:08] Prioritizing Personal Goals Over Being Liked
[00:10:59] Not Being Nice Doesn’t Mean Being a Bitch

  • If nice equals weak – does assertive mean a bitch?
  • Saying no and protecting your boundaries may not be nice but is just assertive, direct, and stern.

“Saying no to doing something at 4:45 and protecting your boundaries does not mean that you are a bitch.”

[00:14:08] The Impact of Not Worrying About Being Liked

  • Having to deprogram
  • Not overthinking some of these moments where I had to walk through the day and see if there was any levity
  • Understanding your intentions and owning your mistakes and choosing to take action
  • Humanity is first – expect out of others what you also intend to do

“I’ll start advocating and that physician or nurse or whatever may feel like I’m being bitchy, but I know my heart, my purpose in that role is to advocate for my loved one.”

[00:18:00] Personal Growth and Setting Boundaries

  • Let your work stand on it’s own. Let yourself speak as you are.

[00:19:20] Embracing Failure and Living Fully

  • Embracing falling on your face – realizing we fall and have to get back up.
    • Realizing that falling, bruising, potentially messing up your opportunities doesn’t matter if you’re living your life
  • We will mess up, we will fall on our face. Failure is a traveling professor. We make mistakes, we do the wrong things.
  • Asking, what can I learn from this?

“Wouldn’t you rather stumble living life than squander it standing still?”

  • Letting mess ups fuel us

[00:28:57] Social Media and Self-Talk

  • Comparison is detrimental
  • Where am I feeling unfulfilled on social media?
  • Where am I content and confident?
    • Feeling confident makes facing social media easier. Take space if you are not feeling it is mentally supporting you.
  • Does it serve you? Does it feel productive?

[00:31:10] The Value of Writing Your Own Autobiography

  • Keeping a journal helps keep you honest
  • Writing down goals
  • Reflecting in the moment about what you felt
  • Helps gauge the importance of things that felt important
  • Appreciate your accomplishments and success

“everyone needs to write their own autobiography as if like you can’t you can’t graduate to the next grade in school until you’ve written that year’s pages.”

[00:37:16] Advice for Young Women Starting Their Careers

  • Don’t apologize

“I actually respect you more and I’m even more happy with the selection I’ve made because you’ve asked these questions. So stop apologizing.”

Where to Find NoorJehan
Read the Transcript
Credits and Thanks
  • Many thanks to our friends and families (our “villagers”) for listening, and for your continued support.
  • That’s a Hard No is a production of Clever Girl Marketing
  • Marketing and Production Coordinator, Maura Del Rosario
  • Production Support, Evergreen Podcasts, Noah Foutz, Producer
  • New Rock Anthem Music: Written by Noah, and performed by his band, The Big Leagues
  • Videographer, Kae Holmberg