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’.