

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

Apr 1, 2025 • 16min
2. Don't share a number or range
Ever feel like the first offer you get is never the best you can do?In this stitched-together episode of Gentle Power, we share some behind-the-scenes bloopers (hello, muted microphone!) and dive into the essentials of salary negotiations.You’ll hear how our scrappy startup life has taught us to “just ship it”—even if it’s not flawless—and why the universe seems to step in with helping hands (like a pro designer who unexpectedly revamped our entire website).We explore:Why the first offer is almost never finalHow giving a salary number or range can leave money on the tableThe story behind our logo (“Y/N”) and what it says about our approachPractical insights on building a small business and automating processesIf you’ve ever agonized over whether to name a preferred salary or worried about coming off too “entitled,” this episode is for you.Tune in, learn from our mistakes, and remember—sometimes done is better than perfect!For more:Book free consultation call with Alex: CalendlyGet our free negotiation worksheet: YourNegotiations.comRead our weekly newsletter: NewsletterInstagram: @yournegotiationsLinkedIn: Gerta | Alex

Mar 25, 2025 • 32min
1. SF communities & crushing salary questions
Ready to stop waiting for “perfect” and just start? That’s our vibe—and it begins right now.We dive into personal passions, community living, and key job-offer tips.Watch us tackle one big job-hunt headache: salary expectations.Never reveal your desired number too soon—here’s how to respond instead.You’ll also learn about GFF (“Gift Your F***s”) and the power of caring less.Stick around for an intro to Fami the llama! and to learn about Alex’s DJing. And find out why Gerta’s moving into a co-living house while Alex heads to Tulum.Ready for bold moves in life and work?This first episode is for you!For more:Book free consultation call with Alex: CalendlyGet our free negotiation worksheet: YourNegotiations.comRead our weekly newsletter: NewsletterInstagram: @yournegotiationsLinkedIn: Gerta | Alex