Getting to No
In business (and in life) people are often a obsessed with getting to “yes:” an outcome many view as unequivocally positive and helpful to their goals. I submit that the right answer to most business questions is “no” and the more quickly one can recognize which paths are strategic dead ends, the better.
The trouble with creating a winning business strategy is that it is impossible for someone to tell you that you have it right until after the fact. Early on, a credible business person can provide only three answers when asked about your strategy: (1) “That is interesting,” (2) “What can I do to help?” or (3) “No, that won’t work because _____.”
Let’s unpack those responses. The first answer is often a polite way of saying, “I don’t want to hurt your feelings by telling you the two dozen huge problems I see with your business idea, but it sure is creative!” The second is always terrific to hear. Hopefully by “help” they mean investing. Ironically, the third answer is the most helpful. In the absence of meaningful validation for your strategy (i.e. the sale of your company for a big wad of cash), the only route-finding tool you’ve got is the word No.
My central point: Faced with limitless strategic options, finding the right path is a process of elimination. Thus, businesses must fearlessly and thoroughly seek out and embrace Noes among all of the possible paths. In my view, young companies gain clarity and focus with each successive No they uncover.
If one is less than completely fearless and thorough in finding Noes, false Yeses will lull the team into thinking all is well. At best, a false Yes leaves a company in a suboptimal strategic position. Better results are possible, but things are okay. At worst, there is a breach of fiduciary duty to shareholders in an effort to hide from an inevitable No. Capital and jobs will be destroyed. Time will be wasted.
There are a lot of Noes out there, and their value is underestimated by many. If No is a bad word in your world, perhaps you should reconsider the positive role it can play in building your company. I think you will be pleasantly surprised by what you learn as you explore the Possible with the knowledge that you won’t hear a meaningful Yes until the journey’s end.
Noes are the only signposts you will have along the way.
