When you set out to negotiate with someone, how do you evaluate what you’re really trying to achieve? Is it an unfocused want; something better than your BATNA; or anything you can get that’s above your reservation price? Schneider analyzes research showing that a conscious choice of goal helps you come out with more. Four keys to this are “making your reach a little longer than your arm”; setting goals you can justify in public without laughing or lying; making them specific; and paying real attention to goals which can’t be expressed in a number. It’s also helpful not to take yourself too seriously. Finally, Schneider argues that we need to get used to disappointment in order to achieve true success.

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