PRovoke Media: Harnessing the Power of No

Kristin Flor Perret Shares Why Saying No Creates Space to do Our Best Work  

Tapping Into Our Most Meaningful Superpowers and Fullest Potential. 

4 August 2021

(Image courtesy of PRovoke Media)

Sometimes when I look back on the time before, it feels like someone else's life, not mine.

Two years ago, I was racing through the glittering French Riviera, packed in a tent with a zillion industry movers and shakers in a meeting room at the Cannes Lions Festival of Creativity. Apple's vice president of marketing communications, Tor Myhren, gave a presentation I will never forget. In it he said the most powerful word in his arsenal is "no". He explained that "no" has a ricochet effect and fuels the octane and power of yes. Because when you do say "yes" to take on a project, task, job or encounter, it means you have the space and ability to deliver your best.