Never Split the Difference: Negotiating as if Your Life Depended on It

by Chris Voss

If you can get the other party to reveal their problems, pain, and unmet objectives—if you can get at what people are really buying—then you can sell them a vision of their problem that leaves your proposal as the perfect solution.

The theory argues that people are drawn to sure things over probabilities, even when the probability is a better choice. That’s called the Certainty Effect.

information going to the table. This often means you