The chapter explores a high-risk, unconventional strategy in ad pitching that involves intentionally messing up in the beginning to evoke sympathy, and then delivering a strong pitch. It also highlights the principle of likability and vulnerability from Robert Chialdini's book 'Influence' and discusses the significance of building connections and likability in business negotiations.
You might not think of yourself as a negotiator but big or small we all negotiate daily and getting better at it could make your life easier.