A “no” early is 10x more valuable than a “no” late.

Here’s an experiment to try this week: Attempt to locate the exact moment of conception for some new idea or initiative that involves you doing something you don’t want to do.

It doesn’t have to be something big, just something. Maybe it’s an additional meeting to discuss a work project. Maybe it’s a lunch invitation. Maybe it’s a new potential project one of your PMs has brought you.

Now, your mission. Get out a firm “no” as soon as possible.

Here’s why.

Most of us will allow others the time and attention to birth their ideas. Maybe after they share a new idea we need more information to make a decision. Maybe we just need to think about it. Maybe we need to check our calendar.

The thing is that as each moment passes, the value of your “no” to the one with the idea decreases.

Your “no” is most valuable as soon as you know the idea won’t work for you. Why? It grants the other an opportunity to move on to other things.

Wait too long, though, and your “no” crosses the line from valuable to costly. Saying no to a lunch date shortly after they ask is infinitely better than saying no to somebody who is already waiting at the restaurant.

Many of us dawdle because we feel bad about saying no. What will the other person think of us? But if it’s truly a “no,” then make it the earliest “no” possible. That’s how we show the utmost respect for those around us.