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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, 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.
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