Ben Evans on reactions to new rules or regulations but also probably on your customers & target audience:

> when people say ‘no’, they might actually mean one of three different things, and it’s important to understand the difference.
> > First, and this is the default, they’re saying no because they just don’t like it. ‘No’ just means ‘that’s annoying’.
> > Second, though, [they] might be saying no because this really will have very serious negative consequences that you haven’t understood.
> > If the second kind of ‘no’ is ‘that’s a really bad idea’, the third kind is ‘we actually can’t do that’.