Don Ignacio laughed. “You want me to pay for my own competition?”
The ultimate lesson is paradoxical. The most effective "no" is not an end, but a beginning. It is a refusal that clears the space for a more authentic, sustainable, and respectful "yes." When you learn to say no positively, you stop being a victim of others’ demands and become the architect of your own priorities. And that, as Ury would argue, is the purest form of negotiation power. el uso del poder de un no positivo william ury pdf