learning to say no

Something I've struggled with for a long time. I think lots of people do - they know they should, they want to say no, but they end up saying yes anyway.

From Covey:

"I don't mean to imply that you shouldn't be involved in significant service projects. Those things are important. But you have to decide what your highest priorities are and have the courage - pleasantly, smilingly, nonapologetically - to say 'no' to other things. And the way you do that is by having a bigger 'yes' burning inside. The enemy of the 'best' is often the 'good'.

Keep in mind you are always saying 'no' to something. If it isn't to the apparent, urgent things in your life, it is probably to the more fundamental, highly important things. Even when the urgent is good, the good can keep you from your best, keep you from your unique contribution, if you let it."

... it's that nonapologetically bit that gets me.