entrepreneurial leaders negotiate with the big picture in mind. How you treat counterparties during a negotiation affects not only the outcomes of the immediate transaction but, more importantly, your reputation and future opportunities—in short, your personal brand.

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your goal is to bring your negotiating partners to their senses, not to their knees.

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Think of negotiation as a conversation—one in which you’re <You have reached the clipping limit for this item>

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