absolutely true. This is something that's used a lot in sales. Think about it this way (or don't) after someone tells you "no I don't want to buy this." most people will stop pushing the sale. But the good salesman pretends he never even heard them say no. The whole idea is to not think about it and just do it because in a sales setting 70% of people will never push the sale to that extent. Same thing applies to a lot of things in life. Hard to follow but very rewarding at times. Lots of good books on this too.