How to Negotiate With Publishers and Vendors

The question is how do you negotiate with publishers or vendors? It's really hard. We tried it when we were really small and nobody paid attention to us. But actually if you can create a scenario where they need you more than you need them, then you're in a good position. And it's possible. I think for us at least, I don't know what your business is, but for us we kind of have to hack around a lot of different things to make that possible.