There was a time when saying ‘yes’ to everything felt like survival - the only option. Scrappy, ambitious, and hungry, we took on work that stretched us, thrilled us. And sometimes barely paid the bills. But growth changes the game. Does what once felt bold (or necessary) now feel reckless? Do some of your clients still pay the same day rate they did in 2017, despite you now having a much higher cost base?
Now, I never thought I would be going back to my 11-year old self and referencing Zammo from Grange Hill (younger readers: ask your parents. Foreign readers: move along.....) And whilst the context is somewhat different, the point is the same. It's OK to "Just Say No" - strategically.
The Reality of Growth: New Risks, New Standards
As businesses scale, the cost of misaligned work increases—financially, operationally, reputationally. Legacy relationships can become emotionally sticky, but commercially unsustainable. Depending on your growth journey, you might be at a point where you have seven or eight-figure contracts. Those contracts with excessive clauses or unclear accountability can expose founders to risk they can no longer absorb.
The Power of Saying “No”—Strategically
Saying no isn’t failure - it’s governance. It’s about protecting your team, your margins, and your future. But how you say no matters: with empathy, clarity, and alternatives. Use the following principles if you are in this situation and they will help you Say No Well.
- Respect the relationship - acknowledge history and the success you have shared. Be proud of what has been achieved
- Offer alternatives - suggest other suppliers or partners who may be a better fit. Do you have an ex-employee who is going it alone and can give this client what they need? Is that a partnership opportunity that can bloom in the future?
- Give notice - allow as much time as possible for transition, handover or renegotiation. Sometimes this may only be a matter of days if negotiations run for a long time period, or if a client has a very heavy-duty governance machine, but things can be achieved quickly with willing and able minds.
- Frame it as evolution - it's part of your growth journey, not a rejection. If that sounds a bit "it's not you, it's me" then it's because it is.
The Upside: New Partnerships, Better Fit
Referring work out can build goodwill and even spark new collaborations. Who knows, your client might get better service and a different perspective from somebody else?
Importantly for you, it frees up bandwidth for clients who align with your current value proposition and those that will enable you to achieve your vision. It also reinforces your brand as values-led, not just revenue-chasing.
Closing Reflection
Saying no isn’t easy. But it’s often the most honest thing we can do - for ourselves, our teams, and even our clients. Growth demands new boundaries. And when we set them with care, we don’t just protect what we’ve built, we create space for what’s next.
if this resonates, or if you are navigating your own growth crossroads - 📩 Drop us a line. We'd love to help you say yes to what's next.
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