Hey, I’m Andrey Tishkin, a Chief Operating Officer at CherryPick Agency. Today, I want to share why sometimes it’s better to say no to a project, even if it sounds promising.

In our industry, it’s easy to get excited about ambitious ideas or big-sounding projects. But over time, I’ve learned that saying no at the right moment can make all the difference—not just for the client but for us as a team too. Let me tell you about a recent case that proves this point.

The case: a big dream, but no solid foundation

A potential client approached us with a grand idea for an app. They wanted it to do everything: integrate with a warehouse system, offer isolated dashboards for sub-clients, and cover countless scenarios with advanced features. The concept seemed huge, and the opportunity felt exciting.

But as we dug deeper, a key question kept coming up: What’s the core purpose of the app? What problem was it solving? It turned out the idea wasn’t fully formed—it was more of a reaction to competitors’ products than a well-defined vision.

After a few meetings, we realized this project wasn’t ready to move forward. The scope was too abstract, and refining it would take significant time and effort on the client’s side. On top of that, developing such an extensive app would require a hefty budget, a long timeline, and a lot of patience before seeing any returns.

Our suggestion: take a smaller step first

Instead of jumping straight into full-scale development, we recommended a more realistic approach: testing the market with ready-made solutions. This would allow the client to:

• validate their idea,
• learn which features their audience truly needs, and
• identify areas where they could outperform competitors.

What this decision achieved

1. For the client: They avoided pouring money into an undefined project that might not deliver the expected results. Instead, they could take a smaller, smarter step toward understanding their market and refining their goals. This also reassured them that we’re not here to chase quick profits but to offer meaningful advice and support.
2. For us: We saved ourselves from the risks of working on a project with unclear requirements. That meant no unnecessary stress, no escalating budgets, and no endless revisions.

Why saying ”NO” matters

Turning down a project can feel counterintuitive—it’s easy to see it as a missed opportunity. But in reality, it can be the best decision for everyone involved. In this case, our choice to step back:

• strengthened trust with the client, as they saw we cared about their success,
• paved the way for future collaboration when the project is ready,
• allowed us to focus our resources on other, clearer projects.

The takeaway

Not every project, no matter how impressive it sounds, is the right fit. When the client lacks a clear vision, it’s okay to hit pause and offer an alternative path forward. Saying no is not about losing—it’s about investing in smarter, more sustainable relationships.