Just had a chat with a fellow business owner about a strange phenomena. Both of us have been running businesses for years now. And we consistently get the most respect & good treatment in working relationships where "No, I can't do that" is freely and commonly said.
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You're (structurally) going to be disproportionately exposed to successful projects, improving your reputation and day-to-day happiness. You'll rack up credibility with marginal prospects by saying "I could take your money, but I care too much about your outcomes to do so."
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You quickly get out of the rat race, where you close *just* enough business to squeak by while miserable, and ensure that you have *just* enough bandwidth to get enough leads next month to continue being miserable. Instead, you get your pick of projects, clients, and prices.
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