When we first hear this phrase it sounds counter intuitive. How can we profit if we are turning down prospects? Although we all want to have a roster of clients and projects to work on throughout the year, not all projects are profitable or worthwhile to pursue. The underlying falsehood is our obsession with being ‘busy’ and confusing being ‘busy’ with being ‘successful’. Typically, we want our businesses to profit across a number of criteria: financially, intellectually, artistically. We must know when to say NO to certain clients and projects. Saying ‘no’ is simply the articulated recognition that the criteria for success that we have set for ourselves and our companies have not been met. It is a learned skill. It is easily forgotten. It requires discipline.