Telling what you are not going to do

"I remember from [Wharton MBA] strategy class that the heart of strategy is being able to tell what you're not going to do. Telling what you're going to do is easy but telling what you are not going to do--like when you're going to say no to your customer--is much harder."

~ Denis Benchimol Minev, WG'03
Wharton Magazine, Summer 2010, p. 30