Negotiation Is Like the Battle of the Frames, Right?

The natural human response, oftentimes, is to utilize reciprocity. But the opposite side of reciprocity is vengeance. What you say is, i'm not hurting you. You're hurting yourselve. Because if you want us to continue to to be a customer and continue to help you make money, then you can't bring us to our knees by being so unreasonable in this type tough time. And that's what we had to do. Absolutely. The battle of the frames is occurring at the beginning of the negotiation. So before we even get to the substance and the numbers and everything, you had to get them on board to say, this is the type of negotiation we're having