Have you ever turned down a project, job offer, or client just because you didn’t like them? If you haven’t, you’re not the only one.

It takes a lot of guts to turn down money. I remember one time at our family business; my dad refused to sell to a prospect. The team and I didn’t understand it. We thought: “They want to pay good money. Why not accept it?”

“Because they are assholes,” my dad said.

Fair play, I thought. The truth is that it was way more complicated than that. My dad had worked with that company before in the past. And he also knew others who worked with them. Apparently, they were a “supplier hopper.”