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Star Maker Rule #5: Should = No
June, 10 2003

There is more guilt and angst over saying, "No" than perhaps any other issue in business. Take, for example, the new client prospect you really don't have a good feeling about. You don't want to work with him, but you "should" take him on. After all, you need the money or maybe the knot in your stomach is just what you had for lunch. Pay attention! That "should" is your new best friend! It's telling you that somewhere deep inside yourself you have already said, "No".

What happens next? You prove you could have had a brilliant career as a trial attorney as you make compelling arguments on behalf of saying, "Yes". Since most of us are pretty good persuaders, the chances are excellent that "Yes"" wins. The problem, of course, is the consequence. "I should have listened to my gut", you say at the first sign of trouble. Now it's even harder to say, "No". You're already in too deep.

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