Why are we afraid of refusing certain requests? Why do we submit to the desires of others? Is it that we think that our self-esteem is less important than satisfying others? The right to say no is related to the concept of assertiveness, its benefits, its limits and the reasons for which we are generally afraid of saying no, such as anticipated blame and the fear of hurting others. Using psychology and simple but profound language, the author helps us to understand why we occasionally, even though we don’t have to, bend to the will of others.