In the high-stakes world of entrepreneurship, failure often feels like the end of the road, a looming shadow over future ambitions. For Bryce North, CEO of Don’t Be A Little Pitch, a financial crash with his former venture, TrapTap, became the crucible that forged his redesign. Once a startup darling with Dragon’s Den accolades, Bryce faced a daunting million-dollar debt that threatened to overshadow his achievements. But instead of retreating, he transformed his setback into a powerful catalyst for growth. In this revealing interview, Bryce delves into the pivotal moments that reshaped his leadership philosophy, offering invaluable insights on resilient entrepreneurship and building a culture that thrives on learning from failure.
Interviewee Name: Bryce North
Company: Don’t Be A Little Pitch (DBALP)
The Interview
What inspired you to start your journey in this field, and how did it all begin?
Bryce North : I have always been an entrepreneur, and storytelling has been a huge part of everything I have done. It all started with TrapTap, a small idea that turned into a product sold in over 20 countries. We had no audience, no media backing, and no safety net. But within three months, we raised over $600K through crowdfunding and got featured in TechCrunch, Popular Mechanics, and Discovery Channel.
That success was not luck. It was the power of PR and storytelling. I saw firsthand how the right message at the right time could completely change a business. That is what led me to start Don’t Be A Little Pitch. Now, I help other founders and brands break through the noise and get the recognition they deserve.
Can you share a failure that significantly impacted your perspective as a leader?
Bryce North : One of the biggest failures I have had was when TrapTap crashed financially. After what seemed like a huge success, with Dragon’s Den, funding, and global sales, I suddenly found myself a million dollars in debt. I had no idea how to fix it, and for a while, it felt like I had completely failed.
But instead of letting it define me, I used it as a lesson. I learned how to negotiate, how to pivot, and how to rebuild without taking shortcuts. That experience taught me that failure is not the end of the road unless you let it be.
You can read more about my story here: https://www.dontbealittlepitch.com/blog/from-dragons-den-to-pr-success-a-story-of-reinvention
What was the most important lesson you learned from that experience?
Bryce North : The biggest lesson? Adaptability is everything. Failure itself isn’t what kills businesses or careers. It’s being unwilling to adapt and evolve that does.
When everything fell apart, I could have just given up. Instead, I took what I learned about storytelling and PR and used it to build something new. That’s how Don’t Be A Little Pitch was born. Every setback carries something valuable if you’re willing to find it.
How do you approach taking risks now compared to earlier in your career?
Bryce North : Early on, I took risks without a second thought. I jumped into things headfirst, assuming sheer effort would be enough to make things work. Sometimes it paid off, but other times it backfired in a big way.
Now, I still take risks, but they are more calculated. I look at the downside, make sure I have a backup plan, and take risks that align with my long-term goals. It’s not about playing it safe, it’s about being smart about the risks I take.
How do you foster a culture where failure is embraced as a growth opportunity?
Bryce North : At DBALP, we celebrate progress, not just perfection. Failure isn’t seen as an end, it’s a lesson in disguise. Here’s how we build that culture:
Encourage Experimentation – We push our team to try new things, knowing that mistakes are part of innovation.
Debrief, Don’t Blame – When things go wrong, we don’t assign blame, we dissect what happened and extract lessons.
Fail Fast, Learn Faster – If something isn’t working, we don’t dwell on it. We pivot quickly and improve.
Creating an environment where failure is safe allows for bigger, bolder ideas to emerge.
What’s one piece of advice you’d give to someone struggling with setbacks in their career?
Bryce North : Your biggest failure could be your best opportunity if you let it.
I know what it feels like to be completely stuck. But the truth is, no setback is permanent unless you give up. Every failure has a lesson, a pivot, or a next step hidden inside of it. Instead of seeing it as the end of the road, try to see it as part of your journey. Take what you’ve learned, adjust, and keep moving forward.
Leaders Perception magazine would like to thank Bryce North and “Don’t Be A Little Pitch (DBALP)” for the time dedicated to completing this interview and sharing their valuable insights with our readers!
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