Saying no to customers can be challenging, but it's essential for building a successful product. The key is to communicate the decision effectively, without being too personal or robotic. Explaining why the "no" is necessary can help soften the blow and reassure the customer that their needs are still heard. Involving the customer in finding alternative solutions can also strengthen the relationship and provide a positive outcome. Focusing on the job to be done rather than the "no" itself can help shift the conversation towards a solution-oriented approach. Breaking up with customers who no longer align with the product's goals is sometimes necessary, but it should be done with empathy and understanding. Finally, having empathy for both sides - the customer and the company - is crucial in making these conversations confident and positive.