At first blush, the premise of Built to Win - that business organizations need to make good negotiating a core competency - may seem like an instance of, "To a man with a hammer, everything looks like a nail." The authors both teach negotiation, after all. Read a little deeper, however, and it becomes clear that their notion of "negotiation" goes beyond the common idea of outwitting someone over a conference table or fooling them into an unfavorable contract. Instead, it's much more about establishing a foundation for working together, and it begins with understanding the needs of the other parties.
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