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Eva Longoria: the Best Word for Her Brand Is 'No' Award-winning actor and serial entrepreneur Eva Longoria moves between industries, constantly looking to challenge the way things have always been done.

By Stephanie Schomer

This story appears in the March 2018 issue of Entrepreneur. Subscribe »

Mireya Acierto | Getty Images

Eva Longoria gets a lot of offers -- to endorse this, to join that. But the actor, producer and entrepreneur (who will appear in the April movie Overboard) has learned that the best word for her brand is no. By turning down most things, she's able to focus on those that matter -- even if her focus is widespread, spanning entertainment, food, fashion and philanthropy. Over the past 10 years, she says, moving through industries has taught her a lot about making the most of criticism, the power of overpreparing and how to juggle multiple projects…while also knowing when it's time to walk away.

Related: Do You Need to Say 'No' More? Find Out in 4 Questions.

You started your production company, Unbelievable Entertainment, in 2005. What was it like transitioning from actor to producer, director, boss?

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