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Stanford Graduate School of BusinessStanford Graduate School of Business

Margaret Neale: Negotiation: Getting What You Want

Negotiation is problem solving. The goal is not to get a deal; the goal is to get a good deal. Four steps to achieving a successful negotiation: assess, prepare, ask, package.

Mar 13, 201324mWatch on YouTube

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At a glance

WHAT IT’S REALLY ABOUT

Negotiation as collaborative problem-solving: assess, prepare, ask, and package

  1. The episode argues that negotiation should be viewed as collaborative problem-solving aimed at securing a good deal, not merely reaching agreement.
  2. It explains that distinguishing good from bad deals requires clarity on your alternative if talks fail, your reservation price for walking away, and your aspiration for what you want to achieve.
  3. It presents four steps to negotiate more effectively—assess, prepare, ask, and package—emphasizing that packaging issues enables mutually beneficial trades.
  4. Through an example with a dean, the speaker illustrates how understanding the other side’s interests and introducing new information can produce creative solutions.
  5. The discussion highlights research and lived examples about gendered dynamics in negotiation, including differing penalties for asking and the effectiveness of framing asks in communal, goal-linked terms.

IDEAS WORTH REMEMBERING

5 ideas

Reframe negotiation from adversarial to collaborative problem-solving.

The speaker argues that treating negotiation as collaborative problem-solving reduces discomfort and opens opportunities to create value for both sides, rather than framing each issue as a win/lose battle.

Define a good deal using your alternative, reservation price, and aspiration.

A “good deal” requires knowing what happens if talks fail (your alternative), the point where you should walk away (your reservation price), and an optimistic but plausible target (your aspiration).

Use a repeatable structure: assess, prepare, ask, package.

The four-step process presented is: assess whether negotiating is worth it, prepare by clarifying both sides’ interests, make the ask by engaging directly, and package issues to enable trades.

Package issues instead of negotiating one issue at a time.

Packaging multiple issues together—often using if/then language—turns negotiation into trading across priorities, which can unlock solutions that issue-by-issue bargaining misses.

Bring unique information to create options the other side hasn’t considered.

In the example about teaching load, the speaker gathered information about the dean’s constraints and her own unique course situation, then proposed a package that satisfied the dean’s consistency goal while improving her outcome.

WORDS WORTH SAVING

5 quotes

The goal of a negotiation is not to get a deal. The goal of a negotiation is to get a good deal.

— Unattributed

He or she with the better alternative does better.

— Unattributed

If you change your expectations, you will change your outcomes.

— Unattributed

Every bad deal you have gotten, you've agreed to, so you need to have the capacity to say no.

— Unattributed

Because if you don't know what you want, you can't negotiate for it.

— Unattributed

Read the available transcript
Reframing negotiation as problem-solvingGood deal vs. any dealAlternatives (status quo)Reservation price and walking awayAspiration settingAssess–prepare–ask–package frameworkPackaging and if/then tradeoffs vs. issue-by-issue bargaining with gendered asking dynamics

High quality AI-generated summary created from speaker-labeled transcript.

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