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Ash RoyOct 14, 2022 9:32:02 PM1 min read

Just DO(N'T) It!

We've all heard the phrase "Just do it" and we often use it to drive ourselves forward — especially when we're steeped in apathy. 

But what about saying "No" to things? 

Being able to say "No" is just as important as just doing it. 

So I'm going to coin a phrase right here and right now! 

Just don't it!

When you see that new phone that you just have to have .... just don't buy it. 

When you feel the pull from that new online course that's going to solve all your problems and deliver that million dollars overnight.

Just don't buy it. 

When you're choosing what to do today and it even makes sense to actually do something that's not your current area of focus just don't it.

Instead, stay focused!

Steve Jobs got many great products into the market in a short space of time and disrupted at least 5 industries. 

How'd he do it?

He talked about his approach to work in his Stanford Address which is one of the best talks I've ever seen. You can watch the entire talk with detailed timestamps here

But when it came to Steve's approach to focus, Jony Ive explains it best.

Here's a story from Jony Ive.


When Jony Ive spoke at The New Yorker TechFest, he spoke about what he learned from Steve Jobs about focus.

Here's what Jony said about the power of saying "No" and how that relates to focus.

Here's the video:

"What focus means is saying "No" to something you feel with every bone in your body you think is a phenomenal idea ... and you wake up thinking about it .... but you say "NO" to it .... because you're focusing on something else"

"The thing with focus is ... it's not something you aspire to ... or you decide on Monday .... you know what .... I'm going to be focused ... it is every minute ... ".

Most days, Steve would ask Jony: "How many things have you said "No" to?"

So here's my question for you:

What did you say NO to today?



Ash Roy

Ash Roy has spent over 15 years working in the corporate world as a financial and strategic analyst and advisor to large multinational banks and telecommunications companies. He suffered through a CPA in 1997 and completed it despite not liking it at all because he believed it was a valuable skill to have. He sacrificed his personality in the process. In 2004 he finished his MBA (Masters In Business Administration) from the Australian Graduate School of Management and loved it! He scored a distinction (average) and got his personality back too!