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Certainly, every negotiator wants to win, which means reaching an
agreement that satisfies his or her needs and interests. That is why one
negotiates. However, winning can also mean, and should mean in many
situations, finding out what the other side really wants and showing them

a way to get it, while you still get what you want. This then becomes a
win-win situation. Cooperative negotiation focuses on "what is to be
gained" rather than "what is to be lost." If a genuine interest exists in
developing or maintaining a satisfactory relationship with the other side, a
cooperative negotiation approach is the way to go. Figure 13 demonstrates
what it takes to have a win-win situation.

Figure 13: The Negotiator’s Dilemma

David Kolzow 179