Excuses are the most expensive thing people buy with their time.

An excuse feels free at the moment you say it. It costs nothing at the door and then bills you in weeks, because the thing you avoided is still sitting there collecting interest. The strange part is how much effort goes into building a good one. Explaining why you cannot is often more work than a rough first attempt.

Listen for the excuse you have now said twice. Then do the smallest honest version of the thing this week, badly, where somebody can see it.