No means No

When the sender assigns a task to the receiver, the sender expects the receiver to do what is asked. "NO" is not the answer the sender wants to hear from the receiver. To the sender, nothing is impossible. Even if it is impossible, the receiver has to make it possible with every possible efforts. It is not important whether or not it will work at the end of the day, because "a man may die, nations may rise and fall, but an idea lives on."

However, everything is possible only if the expecations are communicated clearly (Deliverables), the task assigned is within the ability of the receiver (People), and the receiver is committed to the task (People). Without an inside-out and outside-in understanding of PID, or People, Information, and Deliverables, impossible is everything. If either one element is not fulfilled, then "NO" is the usual answer from the sender. Of course, besides "NO", the sender may still opt for "YES", but then the deliverable produced will be of mediocre quality. No, means no.

"NO" followed by never-ending "NOs" will only lead to negative touchpoint experience. "NO" followed by just one "YES" will give positive touchpoint experience.

Never "No" with nothing followed. Always "No" followed with something.