The 12 Laws of Negotiation

Being a strategist is not the opposite of being sincere, nor of being honest or decent. Being a strategist is the opposite of being naive. Good intentions must also be managed intelligently.

Negotiation is an inherent human tool, in politics, at work, and in personal relationships. And knowing how to negotiate is not about being a tough or overwhelming person, nor about emotionally controlling a situation. It is enough to use constructive strategic approaches. This book reveals the common essence of all types of negotiation and establishes universal and practical principles, which are illustrated with real events and situations drawn from history, literature, and the business world.

Negotiating successfully is not a difficult task. It's a matter of practicing by applying the 12 laws that invariably determine any negotiation, and which are based on the principle that being intelligent is better than being aggressive. These laws constitute a valuable source of inspiration when Alfred Font brilliantly explains the cases in which they were applied well, or illustrates those in which they were not taken into account, and their consequences.