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Assertion Training: Why Is It SO Hard to Say "No"?

Writer: Limestone Clinic TeamLimestone Clinic Team

Updated: Feb 27


The word "NO" is displayed in large, illuminated letters made of circular lights against a black background. The mood is bold and emphatic.


Is Assertion a 'nice idea' but not something you feel comfortable with (yet)? Do you ever feel like you have to say yes, even when you don’t want to? Do you take on too many responsibilities, feel guilty when you say no, or apologize when it’s not even your fault?


If this sounds familiar, you might be stuck in a pattern of people-pleasing. Many people struggle to set boundaries because they’re afraid of upsetting others or being rejected. But why does this happen? And how can you learn to put yourself first?


At Limestone Clinic Kingston Counselling & Psychotherapy, we help people break free from these habits and build healthier, more balanced relationships. Let’s explore why saying no can be so difficult and how to change that.


Why Is Assertion So Hard? Why Do People Struggle to Say No?


1. We Are Wired for Connection

As humans, we need relationships to survive. From the moment we are born, we rely on others for care, comfort, and safety. Babies, for example, can’t do much besides breathe, cry, eat, and sleep—they completely depend on caregivers.

If you grew up in an environment where love and acceptance felt conditional, you may have learned to keep people happy by always saying yes. Over time, this can become a habit—one where you ignore your own needs to avoid rejection or conflict. Assertion may feel too uncomfortable or risky to you.


2. Fear of Vulnerability

For some people, saying no feels risky. If you grew up in a home where emotions were ignored or dismissed, you may have learned that sharing your true feelings wasn’t safe.

Being a people-pleaser can be a way to protect yourself from feeling hurt or rejected. Instead of speaking up about what you want, you might go along with what others expect—just to avoid feeling like a burden.


3. Unhealthy Relationship Patterns without Assertion

Sometimes, people-pleasing becomes a habit in relationships. This can look like:


🔹 Always putting others first, even when it drains you.

🔹 Saying yes just to avoid arguments or tension.

🔹 Feeling responsible for other people’s happiness.


Over time, this can lead to stress, resentment, and exhaustion. Learning to set healthy boundaries can help break these patterns and create more balanced relationships.


4. Fear of Rejection and Disapproval

Many people-pleasers fear disappointing others. The thought of someone being upset with them can cause intense anxiety. Because of this, they may:


✔️ Apologize too often, even when they’ve done nothing wrong.

✔️ Take on too many tasks, leading to stress and burnout.

✔️ Struggle to say no, even when they really want to.


But constantly putting others first can make it harder to take care of yourself.


Speckled ceramic mugs on a wooden shelf. Three mugs stacked with bold text: "UGH," "FUCK," "NO." Brown kettle in the background.

Signs You Might Be a People-Pleaser


Do any of these sound familiar?


✅ You say yes even when you don’t have the time or energy.

✅ You feel guilty when you set boundaries.

✅ You apologize for things that aren’t your fault.

✅ You avoid conflict at all costs.

✅ You feel responsible for how others feel.

✅ You struggle to express your true thoughts and needs.


If so, you’re not alone—and there are ways to change this pattern. This is the opposite of assertion, and it is creating problems for you.


How to Stop People-Pleasing & Begin Your Assertion Journey


Breaking free from people-pleasing doesn’t mean you stop caring about others—it just means you start caring about yourself, too.


Here’s how therapy can help:


✔️ Recognizing Your Needs – Learning what you truly want and need.

✔️ Setting Boundaries – Saying no without guilt or fear.

✔️ Building Confidence – Learning to express yourself in a clear and healthy way.

✔️ Creating Stronger Relationships – Building connections based on honesty, not just approval.


The image shows a large number "1" painted on a concrete surface, intersecting a herringbone-patterned brick path. The mood is calm and minimalistic.

Are You Ready to Put Yourself First and Learn How to Say "No" When You Want To?

If you’re tired of overcommitting, feeling guilty, and struggling to say no, we’re here to help. At Limestone Clinic Kingston Counselling & Psychotherapy, we can help you set healthy boundaries, gain confidence, and create stronger, more balanced relationships.


👉 Contact our Kingston Mental Health Therapy & Counselling office today to start your journey toward self-care and emotional well-being. You deserve it!

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