Does your “no” build trust or break it?

Saying “no” feels risky. But when done with care, it can build trust - not break it.

Case in point:

“Hi Stu,

I read your post on saying no. This is something I struggle with personally and professionally.

Today I said ‘no’ to a prospective client. It caused me some angst to do so.

They were surprised and impressed that I made the call. They said it speaks volumes about our professionalism and care about quality outcomes, and could we engage in the future please.

👊 Thanks man!”

What is going on here?

A well-delivered "no" acts like a compass. It points to your true north - showing others what you stand for, what you value and that you’re willing to have a real conversation. It signals integrity and builds trust. 

It says: “I care enough to be honest with you, even when it’s hard.”

Saying "no" doesn’t have to slam the door on the conversation. It can be a clear and respectful invitation to open a better one.

❓When have you seen a gracious “no” build more trust than a forced “yes”?