Recommendation (p.6)
Introducing a completely revised edition (p.8)
Prologue: For those of you who are anxious about negotiating (p.10)
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INTRO.
Negotiation Mindset
Two Lessons from Son Jeong-ui and Jack Ma's Negotiations (p.22)
· Everyone is anxious (p.28)
· Before negotiating, read a sentence from your own Kerencia (p.32)
· Commonalities of People Who Repeatedly Fail at Negotiations (p.35)
· The Crucial Difference Between Negotiation and Bargaining (p.40)
· What is Negotiation? (p.46)
· Pre-persuasion (p.51)
· Why Team Leader A of Company stipulated lunch in the contract terms (p.55)
· 60-Second Negotiation Strategy Note: Considering the Order of Discussion at the Negotiation Table (p.58)
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Principle 1.
Set goals
· To you who deceive yourself by saying, "Moderation is enough" (p.64)
· Begin negotiations and set goals (p.68)
· Setting goals and preparing for the next step will help you become a negotiation expert (p.75)
· What are your goals for attending the meeting today? (p.81)
· 60-Second Negotiation Strategy Notes: Elon Musk and Chairman Lee Jae-yong's First Impression Strategies (p. 84)
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Principle 2.
Focus on wants, not needs
· Chairman Son Jeong-ui persuaded Steve Jobs with an offer he couldn't refuse (p.90)
· The Difference Between Position and Interest (p.93)
· How to figure out what someone wants in 10 minutes (p.96)
· Why Manager Kim Requested a Transfer to Changwon (p.100)
· Attack hidden desires (p.104)
· 60-Second Negotiation Strategy Notes: Start Your Negotiation Opening with 'This'! (p.111)
· INTERVIEW: Wharton School Professor of Negotiation Maury Taherifour (p. 115)
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Principle 3.
Set standards for your opponents
· The concerns of a junior colleague facing salary negotiations after 10 years at a large company (p. 122)
· Anchoring Effect and First Proposal Strategy (p.127)
· The Secret to Saving 100 Million Won in Real Estate Negotiations: Objective Criteria (p. 132)
· Negotiation Strategies of New Employees Who Secured Major Deals: Subjective Criteria (p. 138)
· Persuasion strategies that leverage our natural tendency to follow the majority: Social norms (p. 141)
· Case study of negotiations surrounding stock purchase rights during corporate mergers and acquisitions (p. 143)
· 60-Second Negotiation Strategy Note: "Jo-pa" is the foundation of price negotiation (p. 150)
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Principle 4.
Develop creative alternatives
Shohei Otani's Salary Negotiation Method (p.156)
· Sinai Peninsula conflict between Israel and Egypt (p.159)
· Achieve Pareto optimality with creative alternatives (p.162)
· How are creative alternatives created? (p.165)
· Stock Options: A Creative Alternative for Talent Acquisition (p.172)
· 60-Second Negotiation Strategy Notes: Conversational Methods that Lead to Creative Alternatives (p. 176)
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Principle 5.
Identify hidden stakeholders
· There are more stakeholders than you think (p.180)
· A startup CEO who responded to bullying by using hidden stakeholders (p. 191)
· How to Use the Stakeholder Relationship Diagram, Including Hidden Stakeholders (p.196)
· 60-Second Negotiation Strategy Note: Understand Your Negotiation Style (Donald Trump's Negotiation Style) (p. 204)
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Principle 6.
Get your own batna
· BATNA, the decisive factor determining differences in negotiating power (p. 214)
· The Secret to Maximizing Negotiating Power: Irreplaceability (p.220)
David Defeating Goliath, CTR Group (p.224)
· The BATNA War: A Case Study of Corporate M&A (p. 228)
Negotiation Strategies in Situations Where BATNA is Difficult to Find (p.233)
· 60-Second Negotiation Strategy Notes: Seven Negotiation Strategies for Party B Dealing with Party A (p.243)
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Principle 7.
Develop an optimal communication strategy
· The Devil's Agent: Scott Boras' Communication Strategy (p.250)
· Who to Communicate with: Wisdom from a Seasoned Judge (p.255)
· When to communicate: A message that shatters the peace on a weekend evening (p. 259)
· Korean GM attacks the opponent at the most critical moment (p.261)
· Salary Negotiation: Who Will Make the First Offer? (p.271)
· Tie up deal breakers early (p.274)
· Where will the negotiations take place? (p.277)
· Which Communication Methods Should You Use?: How Communication Methods Affect Lying (p.283)
· 60-Second Negotiation Strategy Notes: The Psychology of Action and Body Language: Michelle Obama's Insights (p. 287)
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Principle 8.
Shake up the other person's emotions
Why Harvard Professors and Students Gave Up Their Salaries (p. 292)
· We make decisions based on emotional reasons and then give logical reasons (p.294)
· The Secret to Crazy Persuasion: Baek Jong-won's Emotional Utilization Method (p. 300)
· President Trump's strategy to seize the initiative in North American negotiations (p. 307)
Five Strategies to Create Liking (p.311)
· How to Use Emotions at the Negotiation Table (p.316)
· 60-Second Negotiation Strategy Note: When in a panic, head to the balcony (p. 319)
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Principle 9.
Always put a period after negotiation
· Entrepreneur whose investment commitment was canceled via KakaoTalk (p.324)
· Mastering Interim Agreements: A Negotiation Mastery (p.331)
· Negotiation experts always secure evidence (p.334)
· Ten Checklists to Check Before Arranging an Agreement (p.339)
Five Behavioral Patterns of Opponents Who Cunningly Avoid Agreement (p.341)
· The last card is to get up first at the negotiating table (p.343)
· 60-Second Negotiation Strategy Note: You Must Be Nervous 10 Minutes Before the Start and 10 Minutes Before the End (p.346)
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Principle 10.
The Ultimate Negotiation Strategy: Trust Capital
· The most crucial factor in leading to successful negotiations (p.350)
· Trust is invisible capital (p.353)
· Before negotiating, determine your and your counterpart's level of trust (p.355)
· Characteristics of a smart but untrustworthy person (p.359)
· 60-Second Negotiation Strategy Note: Three Things You Should Do After a Successful Negotiation (p.363)
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Principle 11: Prepare thoroughly using NPS.
How a Thorough Representative Prepares for Negotiations (p.368)
The 80:20 Rule Applied to Negotiation (p.373)
· Prepare for systematic negotiations using NPS (p.376)
· Details to consider when preparing for negotiations (p.385)
· 60-Second Negotiation Strategy Note: When in doubt, check for falsehoods with penalty clauses (p. 390)
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Principle 12.
Remember, this negotiation isn't the last.
· The story of the failure of a man who made 28 trillion won a day (p. 394)
· How to Deal with a Negotiation Breakdown (p.396)
· Zuckerberg's M&A negotiation strategy that doesn't shy away from the hardships (p. 399)
· 60-Second Negotiation Strategy Notes: Three Things You Should Never Do in a Negotiation (p.408)
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Appendix: Ten Negotiation Strategies Used by Savvy Opponents and How to Respond (p. 412)

Epilogue: Negotiation Ultimately Comes Down to People (p.422)
America (p.424)