Death by yes.

Want better work? Learn to say no.

Some presenters in Cannes fall guilty of nattering in theoretical clichés. Not the dynamic duo of Swim’s Nancy Vonk and Janet Kestin. Instead they focus on ruthlessly practical advice to achieve better work. It is surprisingly simple. We need to master the word “no”. As Vonk put it, “our inability to say no is the most pervasive leadership issue we se.”

We are all guilty of the misplaced yes. Yes to an impossible timeline…yes to an unreasonable budget. A muddy strategy. Yes to another project when we’re already in over our heads. Yes to changes that we know in our hearts cripple the idea. Yes to ideas the creative team is wild about that we know are wrong.

We all want to perceived as great team players. We all want to be liked. We don’t want to be labeled as difficult, obstructive, or unyielding. And as a culture we are adverse to conflict. But Kestin thinks we need to reframe conflict as being the path to something worth fighting for. And so we must master the art of saying no. The temporary discomfort of saying no is always better than the long-term stinging downfall of average work.

However, “no” needs to be said at the right time, in the right way. We need to be mindful of the bigger picture, It’s absolutely critical to paint a picture to provide context, and to share through sober second thought why yes is the wrong answer.

Consider reorienting the situation by offering up an alternative. A “here’s what we can do instead..”

That is our job. An informed point of view is what we’re paid for. The work and the results are ultimately much, much better for it. As Kestin put it ever so succinctly, “no one wants to be tarred with the “yes man” label.”

No way.