Startup Principle: Just Ask.
This specific advice applies to everyone at all times, startups or individuals.
As a new startup or as an individual: it's easy to find oneself in a situation where you want a new opportunity - say, a new project from a client, references from a client, an investment for your startup, a change in location, whatever else - i.e. a situation practically applicable most times.
You have two options:
Option 1: Let the opportunity arrive
Option 2: Ask for the opportunity you want
The outcomes are as follows:
Option 1: Nothing happens OR you get an opportunity someone else thinks is right for you.
Option 2: Nothing happens OR you get the best opportunity you can.
Option 1: You'll SAY a yes/no to incoming opportunities based on your basic criteria, and when an opportunity that comes by satisfies those criteria, you'll take it.
Option 2: You'll GET a yes/no to projects you want. Assuming you'll always start with your highest priority ask, even if a "yes" is preceded by a string of "no"s, you're sure you got the best option you possibly could.
So it's Satisfactory option vs. Best option possible. So I suppose the answer is simple whenever you want a new opportunity: