For decades, Win‑Win has shaped how many people think about negotiation: cooperate, build trust, search for common ground, and create value on both sides. But difficult negotiations do not always work this way.In this session, Matthias Schranner will explore what happens when your counterpart is not interested in cooperating, when interests collide, power is used openly, and concessions are interpreted as weakness.
This is the environment behind Matthias’s new book, The End of Win‑Win, in which he introduces the seven principles for difficult negotiations and dives deeper into each one following his keynote speech.