Negotiation is all about people who are sensitive, have delicate egos and are concerned about feeling good about themselves.  That’s why Win-Lose doesn’t work–it makes people feel bad.  When you make people bad, you motivate them to work against you instead of with you which makes your life difficult as well as miserable.  Win-Win, on the other hand, makes people feel good, which motivates them to work with instead of against you.  – Ross Reck, author of Instant Turnaround!