Just plain no can be important and difficult in a valued ongoing relationship. “No, I won’t.” “No, you can’t.” “No, that isn’t going to work.” Sometimes we can’t bring ourselves to believe that the best answer – and maybe the only answer – is no. Other times, we fully recognize that no is the answer, yet it’s so hard to say. It can be tempting to avoid, delay, or fudge the no. And rarely a good idea.

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Thoughts on Seth Godin’s “Getting to no”