What if the secret to your greatest success lies in hearing the word most people dread—“No”? In a world obsessed with winning, approval, and instant gratification, it seems counterintuitive to seek rejection. But that’s exactly what Richard Fenton and Andrea Waltz challenge us to do in their bold and transformative book, Go for No!
The central idea is straightforward, yet revolutionary: Success is not about avoiding failure. It’s about moving through it.
Getting comfortable with being uncomfortable is how you build real courage
The story follows Eric Bratton, an average copier salesman, who wakes up in a surreal, alternate reality—a future where he’s become a bestselling author, millionaire, and sought-after speaker. But what separates this “future Eric” from his present self is not talent or luck—it’s mindset. Specifically, a lesson he once ignored: Your fear of hearing “no” is the only thing standing between you and greatness.
We’ve been taught that “no” is bad, a signal to stop, a rejection of our worth. But what if hearing “no” wasn’t failure—it was progress?
The road to success is paved with “no’s.” Don’t run from them—chase them. Share on XThe Failure/Success Model Flip
We often visualize success and failure as opposites. You’re either winning or losing. But Fenton and Waltz flip this model. They show that failure is not the opposite of success—it’s part of it. Imagine this:
YOU → FAILURE → SUCCESS
That’s right. Every “no” is a stepping stone. Each rejection brings you closer to your next “yes.” This was the epiphany that turned Eric’s life around—and it can turn yours around too.
Set “No” Goals, Not “Yes” Goals
One of the book’s most powerful tools is the concept of “no goals.” Instead of aiming for 4 applications per week (in the context of a job seeker) , aim for 20 “no’s.” Why? Because in your pursuit of “no,” you’ll naturally push beyond your comfort zone, talk to more people, and ironically—close more deals. You stop quitting when things go well. You keep going because the goal hasn’t been met… and that’s how you build unstoppable momentum.
Most people run from rejection. What if it’s exactly what you need to succeed? Share on XFailure Quotient = Future Potential
Fenton and Waltz introduce the idea of a “Failure Quotient”—the number of times you’re willing to fail before you succeed. The higher your quotient, the higher your potential. Consider Abraham Lincoln, Colonel Sanders, and R.H. Macy—they failed a lot. But what do we remember? Their success. And you’ll be remembered for yours too—if you’re willing to face enough “no’s” to get there.
Final Thought: Rejection Isn’t Personal—It’s Powerful
In Go for No!, we’re reminded that every “no” is not a reflection of your value. It’s data. It’s growth. It’s a door swinging open to your next big “yes.”
So, if you’re tired of playing small, of letting fear dictate your decisions—here’s your call to action:
Stop chasing yes. Start collecting no’s.
Because in the words of Fenton and Waltz:
“Yes is the destination. No is how you get there.
