Call it manipulation, call it persuasion.

Whichever way we look at it, negotiations have long been and will continue to be an inherent part of our daily life.

You might not actually know you are doing it, but you are probably “negotiating” daily.

Whether you are talking with your boss about a new marketing initiative, or speaking with a potential client about a project – knowing how to effectively negotiate will help you get your desired outcome.

But why do some people seem to breeze past it effortlessly while others (myself included) often end up clueless and in the lower-end of the ditch?

According to former FBI negotiating expert, Chris Voss, it’s because of this one simple thing.

In his book “Never Split the Difference”, he ascertains that it is in fact emotions that drive our logical decisions and not the other way around.