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The New Negotiating Edge: The Behavioural Approach for Results and Relationships
From the bestselling writer on negotation, this is the first book to cover the real-world fundamentals of negotiation.
Gavin Kennedy aims to go beyond tough guy tactics to reveal how people actually negotiate. This text is not about what people ought to do, rationally or otherwise - it is about how people really behave and what you can do about it.
His thesis is that the two usual modes of negotiating behavior should be blended. The "red style" is the use of manipulative tactics and aggressive ploys, whilst the "blue style" is the antidote to this, suggesting the use of principled negotiation and rational problem solving prescriptions. Kennedy presents his "purple style," which "give me some of what I want ("red style") and I will give you some of what you want ("blue style")." "Red" is taking behavior, "blue" is giving behavior, and "purple" is trading behavior.
"Purple" behavior deals with people as they are, and not how you assume them to be. It is biased towards how negotiators behave and prefers the evidence of their behavior to affirmations of their good intentions, but it is not a rationale for cynicism. Purple behavior responds to and nurtures reciprocated purple behavior and play strict tit-for-tat behavioral strategies that are open, learnable, certain and "nice."
The author sets-out a simplified, 4-phase process of this theory - prepare, debate, propose, and bargain - and applies the behavioral insights gleaned from his vast real-life experience to provide a universal tool-kit for those who negotiate worldwide.
Gavin Kennedy aims to go beyond tough guy tactics to reveal how people actually negotiate. This text is not about what people ought to do, rationally or otherwise - it is about how people really behave and what you can do about it.
His thesis is that the two usual modes of negotiating behavior should be blended. The "red style" is the use of manipulative tactics and aggressive ploys, whilst the "blue style" is the antidote to this, suggesting the use of principled negotiation and rational problem solving prescriptions. Kennedy presents his "purple style," which "give me some of what I want ("red style") and I will give you some of what you want ("blue style")." "Red" is taking behavior, "blue" is giving behavior, and "purple" is trading behavior.
"Purple" behavior deals with people as they are, and not how you assume them to be. It is biased towards how negotiators behave and prefers the evidence of their behavior to affirmations of their good intentions, but it is not a rationale for cynicism. Purple behavior responds to and nurtures reciprocated purple behavior and play strict tit-for-tat behavioral strategies that are open, learnable, certain and "nice."
The author sets-out a simplified, 4-phase process of this theory - prepare, debate, propose, and bargain - and applies the behavioral insights gleaned from his vast real-life experience to provide a universal tool-kit for those who negotiate worldwide.
288 pages, Paperback
First published January 1, 1998
About the author
Gavin Kennedy
67 books27 followersGavin Kennedy was a Scottish economist and founder of Negotiate. He was a leading figure in the world of negotiation and was involved in many high profile consultancy cases for governments and businesses. He was a Professor Emeritus at the University of Edinburgh.
Kennedy studied economics at Strathclyde University, graduating with a BA in 1965 and then studying for an MSc. After taking a Ph.D. at Brunel University in London, he returned to Strathclyde as a senior lecturer in 1973. In 1980 he left Strathclyde for a professorial chair at Heriot-Watt University, and in 1986 he founded a company, Negotiate, to commercialise what he was teaching. He trained thousands of managers in the techniques he had developed.
Kennedy also wrote biographies of William Bligh (1978) and Adam Smith (2005).
In the 1970s, Kennedy became active in the Scottish National Party (SNP). In 1976 he wrote a paper entitled A Defence Budget for Scotland and edited a book of essays entitled The Radical Approach: Papers on an Independent Scotland. In the General Election of 1979 he was the SNP candidate in Edinburgh Central and he subsequently joined the left-wing 79 Group.
Kennedy studied economics at Strathclyde University, graduating with a BA in 1965 and then studying for an MSc. After taking a Ph.D. at Brunel University in London, he returned to Strathclyde as a senior lecturer in 1973. In 1980 he left Strathclyde for a professorial chair at Heriot-Watt University, and in 1986 he founded a company, Negotiate, to commercialise what he was teaching. He trained thousands of managers in the techniques he had developed.
Kennedy also wrote biographies of William Bligh (1978) and Adam Smith (2005).
In the 1970s, Kennedy became active in the Scottish National Party (SNP). In 1976 he wrote a paper entitled A Defence Budget for Scotland and edited a book of essays entitled The Radical Approach: Papers on an Independent Scotland. In the General Election of 1979 he was the SNP candidate in Edinburgh Central and he subsequently joined the left-wing 79 Group.
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