Is the word "no" not in your vocabulary?

My wife says i have a hard time dealing with the word no. She may be correct. Sags. have a hard time with rejection and no just adds fuel to the fire. I like the word no, but i do not like the meaning of the word no. This may have come from my childhood, when honestly, my parents gave me just about everything i asked for. Was I a spoiled brat? No. not then and not now. Question: Do you or a friend or relative have a hard time dealing with the word “no”? Am I alone in this situation?