Why say no when it feels so good to say yes? :)
You could write another post on that sentence right there.
Some good product management breakdowns on this by Intercom:
The great microsite: http://www.productstrategymeanssayingno.com/ and https://blog.intercom.io/product-strategy-means-saying-no/.
PS: You were in Chicago with Ken Norton speaking on Product Management last year. You told a great story about dick costolo back in the Feedburner days I believe. He gave a clear NO to a biz dev deal that wouldn’t have improved the committed OKRs. That stuck with me. It was a great example of “what aren’t the company’s priorities?”.