Listen...
First things first, you must listen fully to what is being asked of you. Even if you can tell within the first few words that what they're asking is not going to happen, just hear them out. If the shoe was on the other foot, you would expect the same respect.
Ask Questions...
Ask detailed questions to define the specific details around the request. Is there a deadline or a set date that this needs to happen by? Do they have their own ideas around how they see this challenge playing out? Is there anyone else that could help you with this? And what's the expectation around how you are to complete this, on top of your regular duties? Get all the info and facts before you even think about relaying your point of view on the viability of it being achievable.
Review the other options...
So on review of the request you feel there is no way you can do what is being asked - perhaps you can't deliver it within the timeframe they're asking, or it maybe its just something that physically isn't possible. But before you break them the bad news, there must always first be an attempt to 'try' and deliver what's being asked, and if you cannot even do that then the next best thing will be to come up some alternative solutions for them. A simple response of, "I'll see what I can do" should be ample and should buy you some time whilst you explore your options.
You can't help everyone...
On a side note, have a think about what it is that you are being asked to do, and by whom. Do you think this is actually something that sits naturally with you? Or is this a case of someone trying to palm something off to the team EA because they don't want to do it themselves? Never let yourself be taken advantage of, and I don't mean by your boss. I'm talking about those fellow colleagues that frequently forget they do still have the use of their arms and legs (or brain!) and seem to ask you repeatedly to do things that are well within their own capabilities. In these situations it is completely acceptable to push back, as at the end of the day although we are there to help, we are not there to help everyone. If the request still comes around your way again after you've said no, its time to talk to your boss and gain their support. Your colleagues really should not be asking such impossible requests of you without gaining the support of your Executive anyway, especially if its a task that will take away from the quality of your support to them.
Sell your solutions....
So you can't do what they've asked, and it's not a great feeling - that is unless what they've asked of you is actually so outrageous that its hilarious! So now is the time to present your solutions. We are smart cookies, and generally whatever it is that we come up with is nothing less than good ideas, if not better than the original. But unfortunately for us, our point of view isn't always considered (for various reasons that I've detailed in other blogs about how valued we are), so it will come down to the way you sell it. If you don't have a proper solution however, at least offer up some options, whether it be pushing out the time frame, involving others for more man power, or tweaking the concept so it does work. Either way offer up something, don't just say you can't.

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