Always Say Yes, Then Find the Way
Lead with possibility, then engineer a feasible path to the result.
- Difficulty
- Moderate
- Time to result
- ~weeks to results
- Steps
- 5
- Confidence
- 96%
This approach treats yes as the beginning of exploration rather than an unconditional promise about the client's first idea. Start by accepting the desired outcome with a constructive attitude, then determine what the person is actually trying to accomplish. Test the request against practical constraints, ask for time when necessary, and develop multiple possible routes instead of stopping at the first obstacle. If the literal request cannot be delivered, explain the limitation and redirect the client toward an executable alternative that preserves the underlying intention. The mechanism converts an instinctive rejection into structured resourcefulness: positivity retains the opportunity, investigation exposes the constraints, and iterative ideation produces a deliverable solution. It works only when paired with honest communication and follow-through.
Origin
David Tutera attributes the rule to his father, who repeatedly taught him that saying no loses the moment. Tutera applied it throughout his event-production career, including requests that initially appeared impossible. Extracted from Coffeez for Closers.
Core principles
- 01A premature no closes opportunities before exploration begins.
- 02Positivity should initiate problem-solving, not replace feasibility checks.
- 03An alternative route can preserve the client's desired outcome.
- 04Difficult assignments expand creative and operational capability.
How to run it
- 1
Accept the Desired Outcome
Respond to the client's ambition with openness rather than reflexive rejection. Treat the initial yes as permission to investigate, not as a guarantee that every requested detail is possible.
- 2
Discover the Real Objective
Ask what the request is meant to accomplish and why it matters. Separate the client's underlying objective from the first implementation they proposed.
- 3
Map the Constraints
Identify the limits involving time, budget, location, safety, staffing, technology, and authorization. Explain any genuine impossibility clearly instead of hiding it.
- 4
Generate Multiple Routes
Develop a first, third, fourth, or fifth idea until one can deliver the intended effect. Compare the alternatives on impact, feasibility, and risk.
- 5
Commit and Follow Through
Secure agreement on the executable option and coordinate delivery. Continue solving emerging problems without losing sight of the promised outcome.
In the wild
USAA asked Tutera to produce its 100th-anniversary celebration across global locations on a single day. The assignment required nearly a thousand people, coordinated locations, and consistent execution. Rather than rejecting its scale, the team organized the resources and delivered the simultaneous celebration.
→ The team successfully produced the complex global event.
A client requests an outdoor aerial performance at a venue where the original concept cannot be approved. The producer accepts the desired dramatic reveal, clarifies the emotional effect, and proposes several compliant alternatives such as an indoor projection sequence or coordinated performance entrance.
→ The client retains the intended sense of spectacle through an executable alternative.
Common mistakes
Treating Yes as an Unqualified Promise
The method requires investigation and transparent constraint-setting. Promising an exact result before checking feasibility turns optimism into deception.
Solving Before Clarifying the Goal
A team can waste time defending an impractical implementation when a different approach would achieve the client's actual objective.
Stopping at the First Failed Idea
The method depends on generating additional routes after the obvious solution fails rather than reverting immediately to no.
Is it for you?
Best for
It is best for experienced service providers who can investigate constraints and construct credible alternatives.
Not ideal for
It is not appropriate when saying yes would conceal material risks, violate rules, or promise delivery without adequate expertise.
From the transcript
“He always said, whenever if anybody asks you a question, always say yes. You say no, you've lost the moment.”
“If I can't do something, I'll always say yes, and I'll try to figure out how to make it better.”
“Give me a moment, and I'm gonna come up with an idea, or a third or fourth or a fifth, and figure it out.”
From the episode
David Tutera on Celebrity Weddings, Bridezillas & Saying Yes to Everything