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Anyone here has ever had specific cases/experiences in which you had to 'reject' your customers?

This topic is as we know, has been a great dilemma for everyone and there's pros cons. As we know, you just have to say no to customers sometimes (because of unrealistic expectation, mismatched between feedback and vision).

Some references:
Gary Vaynerchuck's answer in Quora about this topic was very specific, in the way he mentioned his experience in his media company -> https://www.quora.com/Is-the-customer-always-right/answer/Gary-Vaynerchuk?srid=ubfx

I also wrote a post about this topic and its pros vs cons here -> https://www.linkedin.com/pulse/customer-always-right-benny-tjia?trk=prof-post