One of the biggest myths in business is that you have to say ‘yes’ to every opportunity. That’s like saying you should accept every WhatsApp group invite – before you know it, your phone is flooded with ‘good morning’ GIFs and unsolicited voice notes from people you barely remember.
The truth is, saying no can be one of the most powerful business moves you can make. Not every deal is a good deal, not every partnership is worth the handshake, and not every client is worth the headache.
In my time as an entrepreneur and investor, I’ve learned many hard lessons which have taught me to recognise bad deals very quickly. These lessons have also taught me that saying ‘no’ to these types of deals will free up capital and resources for when the right deal inevitably comes along. So, to help you save yourself some time and money as well, here are the five ways by which I determine whether it’s time say no (without feeling guilty):
- THE MATH DOESN’T MATH
If you find yourself reaching for a calculator ten times just to get a deal to make sense and the figures to line up, they probably don’t and never will. If the numbers aren’t adding up, and you can’t see where payments will be coming from or how profits will be made, don’t convince yourself it will eventually sort itself out. Business should be profitable, and not an exercise in creative accounting.
- THE PATH AHEAD IS HAZY
Even a promising deal can feel off if key details remain murky, decisions are consistently postponed, and you find yourself repeatedly revisiting the basics – who’s doing what, why, and when.
If you’re spending more time seeking clarity than taking action, this might not be the right move for you. It’s okay to wait until the way ahead is certain rather than pushing ahead on shaky ground.
- CONTRACTS ARE STILL DUE
The golden rule is: work doesn’t begin until the contract has been finalised. The best way to safeguard your business is to put everything in writing, and make sure the other party signs on the dotted line. Ultimately, nothing clears up confusion faster than a solid contract that clearly defines roles and expectations.
If the other side keeps delaying while pushing for work before anything is signed, say no and insist on concluding the contract phase to avoid wasting your time and resources on a deal that may not materialise.
- THE TIMING IS OFF
Just because an opportunity is good, doesn’t mean it’s good right now. If you’re already stretched thin, taking on more can mean delivering less across the board. Not every door needs to be kicked down – some can be knocked on later when you’re in a stronger position.
- IT COMPROMISES ON YOUR VALUES
Your reputation is worth more than any single deal. If a partnership requires you to cut corners, mislead customers, or go against your core beliefs, walk away. A short-term win isn’t worth long-term damage to your credibility. I’ve learned this the hard way, and if there’s one lesson I hold above all, this is it.
LEARNING TO LOVE THE WORD NO
Saying no isn’t about rejecting success, it’s about protecting it. It allows you to focus on the right deals, the right clients, and the right opportunities. More importantly, it frees you up for the deals that truly align with your goals.
So, the next time you hesitate before turning something down, ask yourself: “Will this deal grow my business or just my list of regrets?” If it’s the latter, feel free to say no, and sleep peacefully at night knowing you made the right call.
By Zunaid Moti, entrepreneur, investor, and founder of MotiMoves
