Appealing to others’ sense of fairness is one of the most persuasive tools we have as negotiators. When done skillfully, it cuts through posturing, inspires collaboration, and makes our assertions harder to resist.
When you and your counterpart want opposite things—More! No, Less!—it makes negotiating much more challenging. Fairness not only helps you overcome this obstacle, but use it skillfully, and your counterpart will want to work with you again and again.