Are you having trouble staying focused?

According to Jony Ive*, Chief Design Officer of Apple, there was one exercise that Steve Jobs reminded him of every single day – the practice of saying ‘no’.

At least once a day, Jobs would confront Ive and ask him “How many times did you say ‘no’ today?” and then push him to say it even more.”

The point of the exercise is to stay focused. It’s easy to get distracted and say ‘yes’ to everything that comes your way.

Sometimes you don’t even have to say ’no’ to other people, you need to say it to yourself.

Say ‘no’ to allowing yourself to procrastinate.

Say ’no’ to coming up with excuses on why you can’t do the thing you promised yourself you would do.

Say ’no’ to letting your insecurities and fears rule you.

Saying ’no’ is incredibly hard and sometimes you’ll choose the easier path and give in. That’s just human nature, and we’ve all been there.

But today you should say ’no’ at least a few times.

Start by practicing this on me.

Hit reply and tell me what you say no to today!

*Sir Jonathan Paul “Jony” Ive KBE HonFREng RDI is an English industrial, product and architectural designer. Ive was Chief Design Officer of Apple Inc., and is now the serving Chancellor of the Royal College of Art. He joined Apple in September 1992, where he remained until his departure in November 2019.