Just saying yes because you can't bear the short-term pain of saying no is not going to help you do the work.
You can raise the bar or you can wait for others to raise it, but it's getting raised regardless.
Everyone is not your customer.
There's no shortage of great ideas. There's a shortage of execution.
Don’t be different just to be different. Be different to be better.
The job isn't to catch up to the status quo; the job is to invent the status quo.