

Gentle Power
Gerta and Alex at YourNegotiations.com
Join Gerta Malaj & Alex Choi as they share negotiation playbooks, dissect real deals, and reveal life bootstrapping a husband-wife business in SF. As co-founders of YourNegotiations.com, they’ve added 5-6 figure raises to job offers and guided founders through investor, vendor, and customer negotiations - B2B contracts, fundraising, co-founder splits, and more.
Gerta (MIT MEng, Wellesley Math) spent 10+ years at LinkedIn, Salary.com & VC firms. Alex, a USAF veteran, ran GTM for Meta’s #2 revenue team at Instagram and is a 3× founder with Wharton MBA & Harvard MPA.
Gerta (MIT MEng, Wellesley Math) spent 10+ years at LinkedIn, Salary.com & VC firms. Alex, a USAF veteran, ran GTM for Meta’s #2 revenue team at Instagram and is a 3× founder with Wharton MBA & Harvard MPA.
Episodes
Mentioned books

Aug 28, 2025 • 27min
22. Even the best negotiators need help
In this episode, we cover:Why even world-class professionals with top MBAs and deal-making experience can still mishandle their own salary negotiationsThe stigma around hiring a coach, and how it’s no different from hiring a trainer, therapist, or MBA consultant to help you level upThe gap between knowing good advice and executing it well when the stakes feel high and context mattersWhy AI is unable to replace a negotiations consultantWe also share:A candid story from a friend who was literally taking a negotiations class while fumbling her own offerHow we tweak strategies to fit the specific recruiter, timing, and leverage in each client’s situation, and why what the other side says often doesn’t mean what you think it doesTune in for a mix of real-world case study and practical insights, so you can see why even seasoned pros benefit from expert support, and avoid leaving money on the table.For more:Book free consultation call with Alex: CalendlyGet our free negotiation worksheet: YourNegotiations.comRead our weekly newsletter: NewsletterInstagram: @yournegotiationsLinkedIn: Gerta | Alex

Aug 21, 2025 • 57min
21. We interview an HR leader & employment attorney
This week, we spoke with Kevin Houng, an HR/people business partner, former employment attorney, and one of Alex’s longest friends, who’s helped launch dozens of venture-backed teams and guided executives through complex compensation decisions.In our conversation, we covered:How companies actually decide budgets for open roles, from scrappy startups to Fortune 500 giantsWhy larger organizations lean on rigid salary bands (and algorithms) while smaller teams often make exceptions for the right candidateThe truth about “we don’t negotiate” policies, and why there’s almost always more room than recruiters admitTactics for spotting your leverage, asking the right discovery questions, and pushing past the fear of rescinded offersWe also share:Kevin’s journey from Columbia Law School attorney to HR leader, guiding both employers and employees through high-stakes conversationsSurprising factors that tip the scales in negotiations, like how long a role has been open, or whether a company is in growth vs. downturn modeWhy being polite and persistent beats being “hard to get”, and the overlooked power of thoughtful follow-up notesTune in for an insider’s view from both sides of the hiring table, plus practical scripts and mindsets to help you negotiate with confidence, secure fair pay, and avoid leaving money on the table.For more:Book free consultation call with Alex: CalendlyGet our free negotiation worksheet: YourNegotiations.comRead our weekly newsletter: NewsletterInstagram: @yournegotiationsLinkedIn: Gerta | Alex

Aug 14, 2025 • 1h 5min
20. We met with a divorce mediator
For this week’s episode of Gentle Power, we welcome our very first guest: Joe Dillon, founder of Equitable Mediation. Joe has spent nearly two decades helping couples navigate the high-stakes, emotionally-charged negotiations of divorce without lawyers, achieving outcomes that protect both their finances and their future relationships.In our conversation, we explore the surprising overlap between divorce mediation and salary or job offer negotiations, including:Why “don’t decide before discovery” can save your leverageCommon mistakes that derail negotiations, from unrealistic comparisons to letting emotions leadHow to normalize feelings without letting them control the processWhy assuming best intent often leads to better agreementsPractical ways to run a business with your spouse while keeping both the work and the relationship healthyWe also discuss Joe’s path from corporate negotiations to Harvard negotiation training to achieving a 98% mediation settlement rate, and the mindset shifts that keep even tense deals from collapsing.If you’ve ever had to protect your value, bridge a high-emotion gap, or keep a conversation moving toward a win-win, you’ll take away proven tactics to approach any negotiation with clarity, empathy, and ideal outcomes.Learn more about Joe and his work at EquitableMediation.comFor more from Gerta & Alex:Book free consultation call with Alex: CalendlyGet our free negotiation worksheet: YourNegotiations.comRead our weekly newsletter: NewsletterInstagram: @yournegotiationsLinkedIn: Gerta | Alex

Aug 7, 2025 • 24min
19. How to get your offer rescinded
In this episode, we cover:Five real reasons offers get rescinded (and how to avoid each)Cordial scripts and mindset shifts to push back safely without burning bridgesWe also share:Why one client held onto her “Company A” offer - and how it saved her from a late‑stage fallback at “Company B”The “equity‑info blackout” that led to Company B falling through, and the upfront questions she now asksOur favorite Gentle Power negotiation script to keep your offer intact and relationships strongTune in to master the art of getting the deal you deserve, without risking rescinds or damaged relationships.For more:Book free consultation call with Alex: CalendlyGet our free negotiation worksheet: YourNegotiations.comRead our weekly newsletter: NewsletterInstagram: @yournegotiationsLinkedIn: Gerta | Alex

Jul 31, 2025 • 53min
18. Being selfless is hurting your salary
In this engaging conversation, Gerta Malaj, a negotiation expert trained at MIT and Harvard Law, shares her journey from Albania to becoming a CEO. She emphasizes the importance of shifting from a 'service before self' mentality to advocating for oneself, especially for military veterans transitioning to civilian roles. Gerta reveals key negotiation strategies, such as the power of genuine excitement, the significance of waiting for written offers, and the pitfalls of lying about competing offers. Listeners gain essential insights to optimize their negotiation skills.

Jul 25, 2025 • 34min
17. Avoiding awkward negotiation moments & how to easily reconnect with old friends
Discover how to navigate the tricky waters of service negotiations, ensuring clear communication to avoid surprise costs. Hear personal tales, including a hairstylist adventure that kept unexpected add-ons at bay. Learn tactful scripts for discussing budget without straining relationships. Also, explore heartfelt ways to reconnect with old friends through a simple one-minute meditation exercise, designed to visualize their happiness and reignite meaningful connections. It's a blend of practical advice and mindfulness, perfect for anyone looking to improve their negotiation skills and friendships.

Jul 17, 2025 • 28min
16. Six tips to increase your next offer by 5-6 figures
For this week’s episode, we are sharing our recent interview with Lauren McGoodwin from Career Contessa, where we focused on practical tips to improve your next job offer by 5-6 figures. We covered topics and strategies including:Why oversharing destroys your leverage, and how to tactfully deflect “What’s your number?” questionsThe surprising power of genuine enthusiasm in negotiationsHow to ask multiple open-ended questions, embrace strategic silence, and keep the dance goingLetting employers know you’re interviewing elsewhere without giving away your leverageClarifying your true priorities (cash, equity, flexibility) and using non-negotiables to guide every askWe also share behind-the-scenes stories from Gerta’s journey (from Albania to MIT to co-founding YourNegotiations.com) and Alex’s path (Air Force Academy to Instagram product marketing).Join us for a deep dive into the mental game of negotiation - equal parts strategy, psychology, and storytelling - to help you claim the deal you deserve.For more:Book free consultation call with Alex: CalendlyGet our free negotiation worksheet: YourNegotiations.comRead our weekly newsletter: NewsletterInstagram: @yournegotiationsLinkedIn: Gerta | Alex

Jul 10, 2025 • 52min
15. The negotiator’s state of mind & euro adventures
In this episode, we cover: Focusing on fairness can sabotage the negotiation Sometimes the best move is to just settle and spend your energy elsewhere Your job offer isn’t something you’re lucky to receive; it’s a mutual value exchange Do what’s best for you, not just what benefits the company Don’t take what an employer says at face value Negotiation is a game, and you’re allowed to play itWe also share: Gerta’s Sandbox retreat in rural Spain: tribal percussion, spider-ridden tent nights, and lakeside sunrise raves Alex’s solo week of running the business leading to an unexpected motivation boost A quick Milan detour for Dua Lipa with Albanian friends, then family time (and jet-lag battles) in AlbaniaJoin us to learn how the right negotiation mindset, equal parts gratitude and game theory, can help turn any scenario into a better deal.For more:Book free consultation call with Alex: CalendlyGet our free negotiation worksheet: YourNegotiations.comRead our weekly newsletter: NewsletterInstagram: @yournegotiationsLinkedIn: Gerta | Alex

Jun 27, 2025 • 1h 16min
14. How to master high-stakes negotiations & create win-win opportunities
For this week’s episode, we’re sharing Gerta’s recent conversation on the “Glasp Talk” YouTube series with Glasp cofounders, Kazuki Nakayashiki and Kei Watanabe. Glasp is a social web-highlighting tool that helps readers capture, organize, and share knowledge, empowering users to amplify their human insights with AI-driven intelligence.This talk dives into Gerta’s journey from MIT-trained engineer to negotiation coach, why she and Alex focus on “gentle power,” and exactly how to grow the pie so that both sides leave the table happier.Topics including:Stop over-sharing: how revealing your “other offer” (or personal plans) too early shrinks your leverage.Get it in writing: why a signable offer letter is your negotiation launch-pad, and what to do when HR keeps stalling.Offer component flexibility: base, equity, sign-ons, perks, and understanding which levers move at startups vs Big Tech.Global nuance: tailoring your ask when you’re negotiating in Europe, Asia, or Latin America.The AI question: why today’s chatbots still hallucinate, and why Gerta sticks to human-crafted language for high-stakes talks.Community as a superpower: how building founder circles and mastermind groups sharpens both deal flow and soft skills.Connect with Kazuki, Kei & Glasp:Glasp – glasp.coYouTube – youtube.com/@GlaspFor more:Book free consultation call with Alex: CalendlyGet our free negotiation worksheet: YourNegotiations.comRead our weekly newsletter: NewsletterInstagram: @yournegotiationsLinkedIn: Gerta | Alex

Jun 19, 2025 • 24min
13. The one word that unlocks bigger offers
Discover the power of the word "because" and how it can transform your negotiation outcomes. Learn why insisting on a written offer is crucial before starting discussions. The hosts also share their experiences with gratitude practices and how a simple journal can rewire your mindset for positivity. Get insights into negotiating strategies and personal anecdotes from their lives, including block parties and mindful meditation. Stay tuned for practical tips that can help you achieve better offers and improve your decision-making!