Written for EO by Chris Bray, founder and CEO of BiG Media, an innovation firm that uses artificial intelligence (AI) and machine learning to increase efficiencies, reduce costs and unlock new revenue streams for content creation and distribution companies.

I remember the first time I turned down an offer. For my first few years in the TV business, I had taken every behind-the-camera gig that came my way. But when I was presented with simultaneously occurring jobs, I had to make a choice. One was for a repeat client as an assistant director. The other was for a new client as the main director. The latter was my dream. However, the thought of saying “no” to the former terrified me.

I worried that client would never work with me again. Nevertheless, I turned the job down. A few months later, the client called again for another job and offered me more pay. And you know what I said? “Sorry, I’m really focused on directing now.”

Illogical. Or so I thought until the client replied, “I know, but you are perfect for this, and we really need someone.” The client offered me more money than I had ever received.

No longer feeling like a dummy, I took the gig—and added “no” to my lexicon.