No is a really under-utilised word for those who really care about those they serve.

No is thought of as a removal of service, or the denial of enhancement in the lives of our customers.

No is seen as a bad thing, a shun toward our body of work, or toward our fiduciary responsibly to serve people fully.

No is neither of those things.

No means saving people from themselves when they’re taking a path that won’t take them to their chosen destination.

No means not compromising your own rules in order to protect those already in your care.

No means respecting yourself so you’re able to show up fully and reliably for those you serve.

No helps you focus on what matters. It helps you help others focus on what matters.

If you truly care about helping others achieve their goals, use No more often.