As a startup founder, when you say no to potential customers that are not your customers, you choose to serve your core customers really well.
In friendships, when you say no to things that exceed your boundaries, that is when you nurture the friendship.
As a son / daughter, sometimes when you choose to move out of your parents’ home, you protect the relationship you have with them.
No is not sin. No is not evil. No is not wicked.
No to what isn’t as important, means saying yes, to what’s most important to you. And that’s precious.