" Listening carefully to the message behind the “no” helps us understand the other person’s needs: When they say “no,” they’re saying they have a need that keeps them from saying “yes” to what we are asking. If we can hear the need behind a “no,” we can continue the conflict resolution process—maintaining our focus on finding a way to meet everybody’s needs—even if the other party says “no” to the particular strategy we presented them. "

― Marshall B. Rosenberg , Nonviolent Communication: A Language of Life