By David A. Lax
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Extra resources for 3-d Negotiation: Powerful Tools to Change the Game in Your Most Important Deals
Value-creation falls into the “win-win,” or “non-zero-sum” aspect of the process, because value creation benefits all parties. But that’s only half the story. The 3-D Negotiator is also a master at claiming value. ” Obviously, there’s an inherent tension between the cooperative moves needed to create value jointly and the competitive moves that enable you claim value individually. Managing that tension is at the very heart of the art and science of negotiation. When those contradictory tugs are badly managed, things tend to break down quickly.
Because getting the parties and interests right opens up possibilities for value-creating trades that increase the chances for a successful negotiation. What do those people across the table really want? What can I offer that gives them what they want, but doesn’t cost me too much? It’s not easy, and negotiators frequently fumble this vital task. But guidelines for mapping all the parties and their interests have emerged, based on both practical experience and academic research; we’ll present those guidelines in subsequent chapters.
What does “setting the table” mean in this context? Simply put, it means acting to ensure that the right parties have been involved, in the right sequence, to deal with the right issues that engage the right set of interests, at the right table or tables, at the right time, under the right expectations, and facing the right consequences of walking away if there is no deal. Before worrying too much about tactics, the 3-D setup architect works hard to optimize these elements—the scope, sequence, and choices about the process itself—within which interpersonal dealing will play out.