Most people hear “No” and immediately shut down. They retreat. Assume it’s over. Dead deal. End of story.

But as Chris Voss, author of "Never Split the Difference" brilliantly puts it (shared with me by our friend and reader Rhett):

“No” isn’t rejection: it’s protection.
It’s a signal that someone is regaining control, setting a boundary, or just trying to feel safe enough to keep the conversation going.
And that’s exactly where the real conversation begins."

As far as the Go for No mindset, we could not agree more:  
No isn’t the enemy.
It’s not the end of the story.
It’s the start of a new chapter.

A “No” gives people room to breathe. They're not trapped. They’re free to talk honestly.
And that’s when you get clarity. 

So if you’re still fearing 'no,' it’s time to flip the script.

The next time someone says it?
Don’t flinch.
Lean in.

Because the moment you stop avoiding 'no,' you start getting real results.