The reality in negotiations is that we are all emotional creatures despite thinking that we are logical creatures.  Many people make the major mistake of thinking that logic is the overarching issue in negotiations.  They claim that the other side doesn’t see the logic of their position and if only they could access this one piece of information, they would logically make the same decision.  The fallacy of that analysis is the reliance on logic.

Most people are driven by emotions not logic.  If you don’t think so, then explain why at a scary movie, you jump out of fear.  Clearly, logically you should know that there is no way that murderer could ever come after you.  Yet you are fearful.  The reality is that the brain reacts to perceived threats and rewards in a similar fashion to physical threats and rewards.  It is important to understand that as you react more emotionally to an issue, the less your logical mind can work.  Researchers have found based on neuroimaging that brainwaves actually decrease in the area responsible for logical thinking when faced with emotional obstacles or threats.

David Rock, author of the book Brain at Work has devised a model to help develop leadership skills. The SCARF model represents issues such as Status, Certainty, Autonomy, Relatedness and Fairness.  SCARF holds valuable lessons for negotiators.  Understand SCARF can improve your ability motivate the other person to your embrace your viewpoint.

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