Imagine that you are talking to a potential client and they say "no", they don’t want your service. How does that make you feel? First off, let’s be clear that a "no" is just a two-letter word consisting of "n" and "o". These are just harmless characters and yet we attach so much meaning to them and give them so much power over us. We think a "no" says something about us and that our services aren’t good enough. We attach so much power to a "no" that it sometimes paralyzes us. Let's look at how we can change the meaning of "no".