This doesn't really have to do with yes-men. We're not talking about people who feel negatively about your company, but rather the fact that you run one at all. The kind of scorn the article author talks about is not "oh man, there's no future in (field)", but rather "why in the world would you risk running your own company?!". The latter certainly still calls for a thick skin, but it would help if your closest friends and family were supportive about the concept.