Go for No: Andrea Waltz on Why Hearing No Is the Fastest Path to Yes

What if the word you've spent your whole career avoiding is the one that grows your business fastest? Andrea Waltz is the co-creator of Go for No! — a bestselling book and mindset philosophy that's sold more than half a million copies and helped entrepreneurs and professionals worldwide change their relationship with rejection. With her husband and writing partner Richard Fenton, she's spent more than 20 years as a speaker and trainer, focused not on technique but on the emotional side of growth: why capable people hesitate, avoid asking, and hold themselves back. In this episode: The suit-shop question that started it all: "What did that customer say no to?" Why "go for no" is the opposite of saying no to others — and how hearing no leads to more yeses The no-goal: collect a target number of no's, reverse-engineered from your close rate The two ways people interpret a no — and which one quietly destroys businesses No as market feedback: when to tweak the offer, and when to simply make more offers Why "easy yeses lead to little successes" — and what your pushback rate says about your pricing Attract and reject: how saying who you're not for makes the right people say yes Plus — Shaun on letting go of the sting so you can keep the lesson, and the mentor who taught him "you can only grow what you can measure." Find Andrea: Take the free Go for No! Quiz (90 seconds) at goforno.com/quiz, and find the book and more at goforno.com.