TEMPLATE #89 OF 111TrustStory

Why we said no to a big customer Template

Turning down money is the most credible way to demonstrate what you stand for.

Goal: Trust
Format: Story
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Select an opening angle that fits your personal story:

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SizePeriodThe askThe numberReasonReason — usually the one about focusThe second-order costOutcome

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Pro Tip: Vulnerability without insight is just oversharing. Vulnerability paired with a practical rule creates unforgettable authority.

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Founder & Consultant • LinkedIn GrowthJust now • Edited •

We turned down [size] of revenue last [period].

Here is the reasoning, because it might be useful.▲ Hook sits above the fold (~210 chars)▼ Below expands on “...see more”
What they wanted: [the ask].

Why it was tempting: [the number].

Why we said no:
• [reason]
• [reason — usually the one about focus]

What it would have cost us: [the second-order cost].

What happened instead: [outcome].

Have you turned down money? What made the call easy or hard?

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Showing full post: every word is crisp, dark, and copy-ready. The divider shows where LinkedIn folds the feed.

Template Playbook

How to write a killer Why we said no to a big customer post

Designed to demonstrate deep domain competence, authenticity, and empathy so lurkers convert to followers.

✓ What works on LinkedIn

Start in media res (right in the action) with a concrete anchor: number, date, or cost
Show what was at stake so readers feel the emotional weight
Extract one universal lesson the reader can apply to their own work today
Keep paragraphs short (1–2 sentences) for comfortable mobile reading

✕ Mistakes to avoid

Do not humblebrag or disguise a sales pitch as vulnerability
Do not write a diary entry without an actionable takeaway for the reader
Do not use melodrama or artificial cliffhangers
Do not hide the actual numbers or costs if you teased them in the hook

When to use this template

When you want to build deep personal trust and empathy with prospects
After an expensive mistake, rejection, or hard-won breakthrough
When illustrating a common client problem through real dialogue
To humanize your personal brand and show the messy reality behind the wins

Topics & Tags:#focus #decision #values