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Pushing hard for “Yes” doesn’t get a negotiator any closer to a win; it just angers the other side. So if “Yes” can be so damn uncomfortable, and “No” such a relief, why have we fetishized one and demonized the other? We have it backward. For good negotiators, “No” is pure gold. That negative provides a great opportunity for you and the other party to clarify what you really want by eliminating what you don’t want. “No” is a safe choice that maintains the status quo; it provides a temporary oasis of control.
