Many projects designed to support rural women entrepreneurs fail before they even begin, raising questions about whether their needs are truly understood. The core issue appears to be a lack of genuine listening and co-creation with the women themselves, rather than interventions imposed from outside. Despite receiving institutional and financial backing, these initiatives often falter because they don’t align with the realities and desires of the target population. Experts suggest that prioritizing understanding the specific challenges and aspirations of rural women is crucial for success. Simply providing resources isn’t sufficient; projects must be developed *with* women, not *for* them. This approach emphasizes the importance of participatory design and ongoing dialogue to ensure sustainability and impact. Ultimately, listening to the intended beneficiaries is presented as the key differentiator between thriving ventures and those destined to fail.