Some people go out of their way to avoid "no".
The word "no" is a normal part of business discourse, both hearing it and saying it.
If you're hearing "no", you're trying.
If you're saying "no", you're prioritizing.
We all want yes, but hearing or saying yes all the time doesn't always lead to the results you're looking for.
Embracing "no" as part of being in the game is crucial to understanding what it will take to win.