Have you ever said “yes” to a project that made your stomach sink, but you smiled and signed the contract anyway?

You didn’t want to. But you felt like you should.

Because saying no felt risky. Irresponsible. Maybe even selfish.

What if this was your only chance at income this month? What if turning it down meant you weren’t cut out for this whole “creative entrepreneur” thing after all?

Here’s the truth most people won’t say out loud:

A lot of us are building businesses based on obligation, not intention. We say yes because we’re afraid—of losing momentum, of letting people down, of missing out on future opportunities that might never come.

But the reality is, when your business is built on fear, it’s only a matter of time before you burn out or even start to hate it.

That’s why there’s real power in adopting one simple, gutsy mindset shift:

If it’s not a hell yes, it’s a no.

This simple, powerful mantra could actually be the key to learning how to build a business you love that loves you back as a creative entrepreneur. 

Understanding the ‘Hell Yes or No’ Framework

The “Hell Yes or No” philosophy encourages us to commit only to opportunities that genuinely excite us. If a project doesn’t elicit a full-body “Hell Yes!” response, it’s a “No.” This approach helps maintain focus, preserve energy, and ensure that our work aligns with our core values and passions. 

And sure, in a perfect world where the bills are paid and your inbox is full of dream clients, that’s a beautiful benchmark.

But real life? Real business? Sometimes it’s messier.

There are seasons in life and business where you take on a bland project because it keeps the lights on. Or you say yes out of loyalty, not excitement. And that’s okay.

The issue isn’t the occasional strategic “yes” that isn’t fireworks, it’s when your days are stacked with them. When the obligatory yeses start to outweigh the hard-but-necessary nos.

That’s the tipping point. That’s when resentment creeps in, creativity fizzles, and you start wondering, Wait… do I even like this business I built?

The Warning Signs You’re Saying “Yes” to the Wrong Things

I don’t have to tell you (but let’s be real—I will) that saying yes to every “quick logo refresh,” every “urgent product order,” and every “can we hop on a call real quick?” is the express train to Burnoutville. 

And chances are, your body and business are already telling you when something’s off. You just need to start listening.

The signs? Oh, they’re not subtle.

Like:

• You wrap up a client project and feel… nothing. Just an eerie, bone-deep meh.
• You look at your calendar and can’t remember why you said yes to half of it.
• You often find yourself thinking, “I feel trapped in my business.”
• Your big ideas that once made your heart race, now gather dust in a Google Doc titled “Someday.”
• And worst of all? You catch yourself Googling full-time jobs—like, actual W-2s, watercoolers, PTO policies… 

If you’re reading this with a lump in your throat (or a very loud nervous laugh), that’s your sign. The one that says, something’s off. And the good news? Once you see it, you can start fixing it. You can build a business that feels like yours again.

Your 3-Step “Hell Yes” Implementation Plan

Let’s call it what it is: saying “yes” to the wrong stuff isn’t noble. It’s self-sabotage dressed up as people-pleasing. If you want to genuinely like your business again, and grow it without slowly unraveling, you’re going to need boundaries. Real ones. Not just a “maybe later” Post-it on your monitor.

Let’s make this practical. Here’s how to shift from “yes to everything” to “hell yes or no”:

#1 Conduct a Joy Audit 

Pull up your client list and project queue. For each one, ask:

• Does this work energize me?
• Would I take this project again?
• Does this client respect my expertise?
• Is this advancing my vision for my business?
• Does this project align with and/or get me closer to my definition of success?

Be brutally honest. Circle the projects and clients that would get a “hell yes” to all four questions.

Don’t skip this: Score your “meh” projects

Look, not everything is a clear “hell yes” or “hell no.” For those in-between clients and projects (you know the ones), get REAL with yourself:

Score each on a 0-10 scale:

• 0 = Makes you want to burn your business down and go back to your 9-5 ASAP
• 10 = You’d do it for free (but don’t tell them that)

Add up those scores across all questions.

Projects scoring 35+ might be strategic “acceptable yeses” that pay the bills while you build toward more “hell yes” work. Anything under 25? Those are disguised “hell nos” that are likely stealing your energy and sabotaging your growth.

COO Tip: Keep these scores somewhere visible. When “that” client wants to renew or that “almost good” opportunity lands in your inbox, you’ll have cold, hard numbers backing up your gut. Plus, these numbers will give you measurable data to inform your decisions in step #2…

#2 Create Your Custom “Hell Yes” Criteria

From your joy audit, identify the specific elements that make your “hell yes” projects so satisfying. For me, it’s:

• Coaching clients who are already taking action
• Teaching opportunities that allow me to impact dozens or hundreds at once
• Digital course creation that scales my expertise beyond 1:1 client work
• Speaking engagements that honor my calendar sovereignty (aka not hijacking my life for weeks on end—learned that one the hard way!)

Your criteria will be different. Make them specific, measurable, and aligned with your mission, strengths, and definition of success.

#3 Practice Your “No” Scripts

The hardest part? Actually saying “no” when something doesn’t meet your criteria. Here are three templates I’ve refined:

For projects that don’t align: 

“This sounds like an exciting project, but it’s not aligned with where I’m focusing my business right now. I’d be glad to connect you with a few trusted people in my network who specialize in this type of work.”

For the “almost but not quite” opportunities: 

“I appreciate you thinking of me. While I’m not the right fit, I know someone in my network who specializes in this kind of work and would knock it out of the park. May I make an introduction?”

For the low-budget requests: 

“Thanks so much for reaching out. For this level of support, my starting investment is [X]. If that’s beyond your current budget, I completely understand. I’d be happy to suggest some resources that might help you make progress on this piece of your business.”

And for those everyday boundary moments, keep these pocket scripts ready:

“I’m at capacity.” “That’s not in my scope.” “I don’t take calls on Fridays.” Practice saying it. Out loud. Into the mirror if you have to. (It gets easier. I promise.)

This often involves actually rehearsing, shaky voice and all! 

When you stop filling your calendar with soul-sucking work, you make room for the stuff that lights you up. Boundaries aren’t limits. They’re invitations to better clients, better projects, and a business that feels like yours again.

As the saying goes, “When a window closes, a door opens.”

COO Tip: Notice how I always lead with value and try to connect them with resources that can help their specific circumstances? This maintains relationships even when saying “no” and positions you as a trusted advisor rather than simply turning people away. Your reputation for helpfulness will continue to build your network and bring better-aligned opportunities your way.

The Surprising ROI of Saying “No”

When I first implemented my “Hell Yes Filter,” I worried I’d destroy my business. Instead, the opposite happened:

• My referrals increased because I was only doing work I excelled at
• My clients became my biggest advocates
• My creative energy surged, allowing me to create signature offerings
• I raised my rates without losing momentum

The most counterintuitive discovery? The more I said “no,” the more the right-fit opportunities appeared. It’s as if the universe was waiting for me to create space for the right projects before sending them my way.

Ready for a Creative Business That Feels Like a Hell Yes?

Let’s be honest: figuring out what’s worth your time (and what’s absolutely not) isn’t always black and white. Especially when you’ve been saying “yes” out of obligation, survival mode, or straight-up fear of missing out.

That’s where a Clarity Call comes in.

In just 90 minutes, we’ll zero in on what’s keeping you stuck, map out your next steps, and build a custom plan that helps you make bold, aligned decisions, without second-guessing every move. 

Think: a business gut-check meets high-level strategy session, tailored specifically for you.

This is perfect for you if:

• You keep saying yes to client work that drains you and you’re ready to make decisions that actually serve your business.
• You’re stuck in the cycle of overcommitting, undercharging, and second-guessing every “opportunity.”
• You crave clarity on what to pursue, what to ditch, and how to build a business that feels like a Hell Yes again.

Your next level of growth doesn’t have to feel murky. Let’s make it clear and actionable. Apply for a Clarity Call today and walk away with real answers, strategic support, and the kind of confidence that comes from finally knowing what to say yes (and no) to.