To Negotiate Better, Start with Yourself
Mar 05 2024
26 mins
The coauthor of the classic book Getting to Yes has new advice on how to negotiate, designed for a world that feels more conflicted than ever. William Ury, cofounder of Harvard’s Program on Negotiation, has come to learn that the biggest obstacle in a negotiation is often yourself—not your opponent. Ury, who also coined the term BATNA, explains the latest thinking from his rese