As a business owner, and a human being, learning to say no has been one of the most beneficial and freeing things I've learned to become comfortable with doing this year.
When I first started my business, it was important to say yes to things. Yes to sponsoring and serving food at both large and small events we were asked to attend, yes to any possible marketing opportunities, yes to customer's special requests. But, as we got bigger and bigger, doing these things became less helpful and more of a burden that took up precious time, money, and resources. People attending these things did not care about who was serving them food, they just wanted to eat. We weren't gaining any new customers from doing them which was pretty much the entire point.