Cheryl Richardson explores why saying no can be difficult for many people in her book The Art of Saying No. She explains that we often have trouble saying no due to not wanting to feel guilty for letting others down, disappoint them, or damage relationships. Additionally, we may lack the language to turn people down politely or fear conflict. However, Richardson notes it is important to say no when needed in order to prioritize our own needs and avoid overcommitting. She provides strategies for saying no respectfully such as buying time to think, assessing how much you really want to do something, and being honest yet considerate in delivery.