Negotiate Anything Build Trust First — or Lose the Deal: The Real Way to Win Negotiations
Apr 8, 2026
Kasia Godzinska, a Swiss-based negotiation professor studying multi-party and intercultural tactics, and Keld Jensen, a veteran researcher on negotiation and trust, unpack why curiosity and trust beat aggression. They explore asking questions over arguing, how trust cuts costs and boosts profit, and why attention, culture, and emotions shape real-world deals.
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Committee Picked Most Expensive Vendor Because They Liked Them
- Jensen watched a government committee choose the most expensive supplier because they liked them after two-hour meetings.
- The committee then searched for alibis to justify the emotional choice over price on a $100M project.
Hire A Lawyer Early
- Engage an attorney as early as possible, ideally when you form the business or have the idea.
- Joanne explains early counsel helps set up registration, partnership agreements, and prevents future messy disputes.
Relationships Power Legal Outcomes
- Relationship building serves business development, smoother opposing counsel negotiations, and credibility with judges.
- Joanne networks with other attorneys and judges so referrals increase and courtroom credibility speeds dispute resolution.
