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Discusses the importance of saying “no”.

Outlines the author's view, informed by Michael Porter, that any great strategy begins with a clear list of things that one won't do.

Opines that a “list of noes” is integral to a successful strategy, in reducing a customers choices in order to avoid decision paralysis.

Utilizes the example of Sheena Iyengar and Mark Lepper's jame experiment, which found that the fewer choices a customer is presented with, the more likely they are to make a purchase.