Digital marketing is complex. It's also loaded with misinformation. That makes it hard to manage expectations, to maintain a position and to navigate competing agendas. In order to do so, from time to time it becomes necessary to say no. One syllable. Two letters. And yet it's something that people in our industry hate to do. Many have a natural tendency to avoid conflict. Others are simply scared to deny a request for fear of ruining and endangering a relationship. But a successful career in digital strategy will mean learning not only when to say no, but also how to do so.