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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And when prospects/customers/employees/etc look at your business from the outside, they see (exactly as you said) a confident professional, routinely succeeding at producing great work, surrounded by happy references, charging premium rates that are entirely justified.
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And the thing that really made me doubt my own sanity: half of the time when I told someone "Actually, I don't want that business." they would start trying to *sell me* on why they deserved to be given the chance to pay.
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