I found this book is to over analytical of the simple word "no"....the author tries to prove it's importance, however he does it in a dry, wordy, and uninteresting manner. I wish there were more examples in it, to save time from reading the whole thing. The basics point is a "good" no is actually:yesnoyes...now you know the no secret (haha), so save yourself some money and say NO to this book!