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implicit understanding that they need one another to be better off or at
least will be better off by working together. Counter-intuitively, trust is
not needed to establish interdependence or to negotiate to a win-win
outcome. The key word here is needed it helps if you can build trust, but

you can survive without it. This is fortunate because most people do not
negotiate with people they already trust, and consequently they would
never be able to move forward with a win-win approach. The idea of a

win-win can be very appealing but needs skill to achieve. Win-win is a
positive negotiating stance focused on constantly trying to build value
by making positive moves in the negotiation that can also benefit the
other side; but only if they ‘work with you’.

Win-Win -v- Win-Lose
A win-win approach can deliver higher value at lower risk than a
win-lose scenario. A win-lose approach focuses on obtaining power over

the opposing party. Both parties treat the other as an enemy and try to
use power to bully other side into a losing position. This is not so bad if
you ‘win’ but at least 50% of all parties in a disputed negotiation lose.

Sometimes everyone loses. A win-win approach focuses on good
communication to develop more value, and hence the interests of both
parties can be satisfied. Value negotiations focus on creating value and

away from power. Focusing on gaining power will not guarantee value
whereas creating value will.
Summary
The reticence towards win-win on the part of many naive

negotiators can be attributed to pre-conceived notions about ‘good guys’
being soft and not winning! Consequently, they consider win-win as a
soft option which is a big misconception ... The whole purpose of

negotiating is to ‘win’ as much as possible with the minimum risk. Done
properly a win-win approach can create a much larger ‘win’ for a much
smaller risk and allow the other party to win as well reducing the
possibility they become an intractable enemy. It really does not matter

how much they ‘win’ what matters is that you win what you need for a
successful outcome. Life is all about choices and choosing a negotiating
style is no different. As Falcao says in his book, ‘Most people will

attribute win-win and win-lose as if the situation was already
predefined... I strongly believe that win-win and win-lose is a choice you
have on how to address the situation and that making a choice actually

empowers us.’