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They told her she couldn’t. So she did.

Fig: They told her she couldn’t. So she did.

Despite hearing “you can’t”, Paniz Yousefi is making her dream career in badminton a reality - and it’s not as a player. Her mission: Help people believe they can do the same.

Scroll through instagram. Scan the branding of a sport company. How often do you see an inspiring message - “Just do it. Dream crazy big. Go for it,” splayed before you? Assertions that pump you up and tell you “you’ve got this”.

But there’s another reality that comes up too - the voice of critics. Ones who, when you start to actually “just do it,” are quick to tear you down. Their mantra zooms in on your faults and chants “you can’t.”

Can you relate?

The harsh reality is the higher you aim, the “crazier” you dream, the more intense the scrutiny. The difference between progress and paralysis though is what you choose to believe.

Paniz Yousseff knows this narrative well - it reflects her own. A badminton player-turned social business entrepreneur, she grew up with family and teachers who didn’t believe in her dreams of a career in badminton.

“I never was the best player ever,” she admits. But she loved the sport and committed herself to it as much as she could. “My dad told me, this is a waste of time; you won’t make it,” she reflects. But she had a coach and a brother who saw her determination. They believed she would do great things with the sport she loved. Their belief in her fueled belief in herself.

“You can be a regular player, you can be a regular athlete, and you can still manage to go big, and dream big, and do big and make a change.”

She discovered her own talent for coaching. More than that, she saw a challenge badminton could combat: social exclusion. So she got entrepreneurial and designed a program to include refugee communities in her hometown in Sweden. That was two years ago.

Since then, her work has become part of the Olympic Young Change-makers + program; her initiative has expanded to new cities; and she’s begun a new venture for the Paralympic Committee of Sweden. Now? She is receiving training & mentorship with Yunus Sports Hub to establish her social business.

Her success comes down to a few things:

One, she didn’t give up, even when the “you can’t” mantra seemed to have some credibility. For the first six months it was rough. She remembers when only one player would show up to practices. But she kept at it. She refined her approach, learned how to communicate effectively about her program. Slowly, things changed. Her approach is both celebrated & sought after in Sweden and neighboring countries.

Two, she has a community of support, one that believes in her and that she actively contributes to. “My coach believed in me, and my brother believed in me. That support took me far.” Now, she’s expanded that community to include Olympic young leaders, actors within the badminton world, and the global social business family through her engagement with Yunus Sports Hub.

Three, she believes in herself, and inspires others to do the same. Paniz does for others what her support community does for her. She tells her players that if they go all-in, if they don’t hold back or question their ability, they can do anything.

“The message I want to give out is that if you believe in yourself and your worth then you will be able to do it.”

Being a champion isn’t confined to sport competition. Paniz demonstrates this by empowering others; being a social business champion.

So go from here and believe for others how you want to be believed in. This is the heart of social business, and it’s where empowerment begins. You’ll be amazed at what you - and those around you - can “do” from there.

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They told her she couldn’t. So she did.

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