This segment is called, The One Thing...If you asked me what's the one thing you should learn from negotiation boss, Chris Voss, it's this:  Splitting the difference is actually terrible negotiation advice.Conventional business wisdom about finding win-win solutions and meeting in the middle is fundamentally flawed, according to former FBI hostage negotiator Chris Voss. After years of high-stakes negotiations where lives hung in the balance, Voss learned that splitting the difference is often the worst possible outcome."Win-win is one of the most dangerous negotiating approaches," Voss told me in our recent interview. "If somebody uses the term win-win in the first five minutes of our conversation, they're trying to get me to do something for nothing."This isn't just tough talk from a former FBI agent. Harvard Business School research backs this up. Their studies found that "win-win" negotiators consistently underperform against more assertive counterparts. While collaborative negotiators might achieve B+ results when working with like-minded people, they get absolutely destroyed when going up against what Harvard calls "claim value" negotiators.But this doesn't mean we should become aggressive wheeler-dealers. The real secret, according to Voss, is something he calls "tactical empathy" - understanding and acknowledging the other side's position while remaining firmly anchored to your own principles."The adversary is the situation, not the person you're talking to," Voss explains. His approach reframes negotiation as "great collaboration with long-term prosperity for both sides."This philosophy has found strong validation in the business world. Mark Cuban, who Voss has discussed negotiation with, emphasizes testing potential partners rigorously while maintaining a collaborative mindset. The goal isn't to squeeze every last penny from a deal, but to ensure both parties bring their A-game to a lasting partnership.I've personally seen this play out in countless business deals. Early in my career, I'd often split the difference on project budgets, thinking I was being reasonable. What I actually did was create mediocre outcomes that left both sides slightly dissatisfied.The better approach? Voss advocates for establishing clear value first, then holding firm on price. "Price doesn't make deals, it breaks deals," he insists. "Your salary doesn't make your career. Your salary gives you the ability to pay your bills while you try to make your career."This aligns with research from behavioral economists like Daniel Kahneman, who found that people react twice as strongly to losses as they do to equivalent gains. By focusing on value creation rather than price compromise, we can shift the conversation away from what each side might lose through concessions.The most powerful lesson from Voss isn't about being tough - it's about being principled. Instead of searching for middle ground, focus on creating maximum value for both parties. Sometimes this means walking away from a seemingly reasonable compromise in search of a truly excellent outcome.As Voss puts it: "The secret to negotiation is learning to exhaust the other side." Not through aggression or manipulation, but through unwavering commitment to finding the best possible solution for everyone involved.When it comes to important negotiations, don't split the difference. Create difference-making value instead.Support the show

Welcome to the Wellness Era: Gyms are the New Third SpaceBehind the Brand with EOS FitnessThe pandemic killed the coffee shop culture. When Starbucks and local cafes removed their chairs and cut off WiFi access during COVID-19, millions of remote workers, freelancers, and students lost their favorite hangout spots. But remember Jeff Goldblum’s quote from the movie Jurassic Park? “Life finds a way.” Yes, human nature can’t be kept in a vacuum–thus a new community hub has emerged to fill the void: the gym. But this movement is bigger than your workout. We are living in the wellness era. "After the pandemic, there's been this shift in how we view ourselves, our bodies, what we're putting in our bodies, what we're doing," says Shilpi Sullivan, Chief Marketing Officer of EOS Fitness. "And I think that's where the new third space really emerged."Listen to my full conversation with EOS CMO, Shilpi Sullivan on Youtube or wherever you get your podcasts like iTunes or Spotify. You can also search “Behind the Brand with Bryan Elliott” to catch up on previous episodes from some of the smartest people on the planet.Support the show

Ryan Hashemi started making Youtube videos in high school in the early days. He quickly learned the difference between "watchable" and "unwatchable content." A majority of unwatchable videos these days are made by brands with good intentions but piss-poor taste. What do these videos look like? They come in a variety of shapes and sizes but these boring videos are basically thinly veiled advertising that brands like to pump out in the name of building an audience. Hashemi now runs an agency called Snowball that helps brands and people with personal brands find the right mix of art & science to create hit shows that create influence, lead to sales and much more. If you're even the slightest bit in charge of a brand, I believe you'll love this value-packed episode and will to learn how to build your brand with video content in this episode of Behind the Brand with Bryan Elliott.Special Thanks to our Sponsor We Feed Raw!We’ve had dogs in our family for the last 20 years. Our current pups Bear & Bella are mixed breed dogs rescued in 2017. Before I discovered We Feed Raw I was selective but also confused about the so-called healthy kibble I was feeding them. It turns out this expensive kibble was basically the same as feeding my dogs an all-processed, unhealthy food diet. They are now on a We Feed Raw meal plan system that’s made custom for them with all the nutrients they need to live happy healthier lives. We Feed Raw food is:Safe and cold-pressurized, free of pathogens packed in BPA-free packingIt's sourced from USDA human-grade meats, food ships and arrives frozen for freshnessThere’s 6 different balanced recipes, something for every dog’s taste, allergy issues and moreYou never have to worry about being out of food or forgetting to pick more up at the store.Your subscription meal plan comes to your doorstep.Meal plans are customizable based on age, activity level, size and more. Bear and Bella have a new excitement for mealtime and I’ve seen them lean out and get into even better shape with the healthier food.Want to try it out?  Just visit: WeFeedRaw.com and enter code :  “Bear” B-E-A-R and new customers will save 30% off the meal plan starter box.Support the show

Hi everyone,If you're new here--welcome! It's my tradition to kick off the new year with this message about reinventing yourself.  I founded this show in 2008 headed into the Great Recession to solve my own problem of not knowing what to do about my struggling brand and start up. I started interviewing people I knew had the answers and the rest is history. Behind the Brand with Bryan Elliott is a show about innovators, entrepreneurs and the stories behind their success. It's like a backstage pass inside the brand strategy and marketing minds, companies and habits of some of the smartest and most interesting people on the planet. I do my best to decode these stories to help you turn their wisdom into practical tactics that you can use to improve your life and grow your business. I've been inspired by so many of my guests and I know you'll find a ton of value here as well. Thank you for being part of our story!-BryanSupport the show

Tom Braun is the President & COO of the LA Galaxy, current MLS champs! Tom breaks down how he and the team at the LA Galaxy have built their brand and approach winning the hearts and minds of fans--and championships. Special Thanks to our Sponsor WHOOP!Use my special link and get a great deal on a new WHOOP 4.0.WEAR IT ANY-WEARComfortable enough to wear non-stop thanks to new, durable SuperKnit bands, but flexibly designed to be worn off your wrist in new WHOOP Body apparel.WAKE UP AT THE OPTIMAL TIMESet a haptic alarm that gently vibrates to wake you at the optimal time based on your sleep needs and cycles.MONITOR YOUR HEALTHA robust sensor suite allows you to monitor your key vital signs: Blood oxygen levels, skin temperature readings, and heart rate metrics.GET MORE ACCURATE DATA5 LEDs and 4 photodiodes capture your data more often than most wearables, providing best-in-class accuracy validated in lab studies and with third-party testing.Support the show

Olesya Luraschi is a Harvard educated Leadership and High-Performance Coach. My interests lie in helping people achieve their full potential and using psychological science to improve their lives. Her areas of focus are: Leadership coaching, Performance coaching and Mindset coachingSpecial Thanks to our Sponsor We Feed Raw!We’ve had dogs in our family for the last 20 years. Our current pups Bear & Bella are mixed breed dogs rescued in 2017. Before I discovered We Feed Raw I was selective but also confused about the so-called healthy kibble I was feeding them. It turns out this expensive kibble was basically the same as feeding my dogs an all-processed, unhealthy food diet. They are now on a We Feed Raw meal plan system that’s made custom for them with all the nutrients they need to live happy healthier lives. We Feed Raw food is:Safe and cold-pressurized, free of pathogens packed in BPA-free packingIt's sourced from USDA human-grade meats, food ships and arrives frozen for freshnessThere’s 6 different balanced recipes, something for every dog’s taste, allergy issues and moreYou never have to worry about being out of food or forgetting to pick more up at the store.Your subscription meal plan comes to your doorstep.Meal plans are customizable based on age, activity level, size and more. Bear and Bella have a new excitement for mealtime and I’ve seen them lean out and get into even better shape with the healthier food.Want to try it out?  If you're seeing this between Nov 13th - Dec 3rd (expires Dec 4th), 2024 there's a very special Black Friday offer and new customers 50% off their meal plan starter box.  Just visit: WeFeedRaw.com and enter code :  BF50BEAR - Valid Nov 13th - Dec 3rd (expires Dec 4th)After Black Friday, put in the code “Bear” B-E-A-R and new customers will save 30% off the meal plan starter box.Support the show

Marty Neumeier is as written many books on design and brand as one of the foremost thinkers on how to build a brand. His books include, The Brand Gap, Zag, The Designful Company, The 46 Rules of Genius and more. Do you have a brand or a logo? Listen to this discussion between host Bryan Elliott and Marty. Special Thanks to our Sponsor WHOOP!Use my special link and get a great deal on a new WHOOP 4.0.WEAR IT ANY-WEARComfortable enough to wear non-stop thanks to new, durable SuperKnit bands, but flexibly designed to be worn off your wrist in new WHOOP Body apparel.WAKE UP AT THE OPTIMAL TIMESet a haptic alarm that gently vibrates to wake you at the optimal time based on your sleep needs and cycles.MONITOR YOUR HEALTHA robust sensor suite allows you to monitor your key vital signs: Blood oxygen levels, skin temperature readings, and heart rate metrics.GET MORE ACCURATE DATA5 LEDs and 4 photodiodes capture your data more often than most wearables, providing best-in-class accuracy validated in lab studies and with third-party testing.Special Thanks to our Sponsor Inside Tracker!It’s been about 7 years but feels like yesterday when I think about the time I was really struggling with health. All of a sudden I was getting serious headaches and didn’t know why…My friend Rob Wolff who wrote the book Wired to Eat turned me on to InsideTracker but to be honest I didn’t follow thru and spent the next 4 years trying to figure things out on my own by seeing over a dozen doctors and specialists. I probably wasted at least $20,000 in time and medical expenses with nothing to show for it. Earlier this year another friend suggested InsideTracker again and I signed up. It was so easy. A specialist came to my house to took my blood for a blood panel test that measured almost 50 health markers. About a week later I had a full report across all of the important categories.How much would you pay to have a roadmap to feeling your best? Well, promise InsiderTracker costs a lot less and I guarantee it will be one of the best investments you make for yourself. With annual fees starting at $150 this is a no-brainer. Just go to InsideTracker.com and give it a try.Support the show

Nate is the inventor and founder of Underbrush gum, the world's first remineralizing gum, which earns him $2M per month in sales. It's 3-4x more expensive than typical gum you buy at the store but it's much healthier. Special Thanks to our Sponsor We Feed Raw!We’ve had dogs in our family for the last 20 years. Our current pups Bear & Bella are mixed breed dogs rescued in 2017. Bear is jet black Staffie + Boxer mix and his sister is Staffie + chow.Before I discovered We Feed Raw I was selective but also confused about the so-called healthy kibble I was feeding them. It turns out this expensive kibble was basically the same as feeding my dogs an all-processed, unhealthy food diet. They are now on a We Feed Raw meal plan system that’s made custom for them with all the nutrients they need to live happy healthier lives. We Feed Raw food is:Safe and cold-pressurized, free of pathogens packed in BPA-free packingIt's sourced from USDA human-grade meats, food ships and arrives frozen for freshnessThere’s 6 different balanced recipes, something for every dog’s taste, allergy issues and moreYou never have to worry about being out of food or forgetting to pick more up at the store.Your subscription meal plan comes to your doorstep.Meal plans are customizable based on age, activity level, size and more. Bear and Bella have a new excitement for mealtime and I’ve seen them lean out and get into even better shape with the healthier food.Want to try it out?  If you're seeing this between Nov 13th - Dec 3rd (expires Dec 4th), 2024 there's a very special Black Friday offer and new customers 50% off their meal plan starter box.  Just visit: WeFeedRaw.com and enter code :  BF50BEAR - Valid Nov 13th - Dec 3rd (expires Dec 4th)After Black Friday, put in the code “Bear” B-E-A-R and new customers will save 30% off the meal plan starter box.Special Thanks to our Sponsor WeWork!With WeWork On Demand, you can book co-working space by the day and meeting rooms by the hour at locations around the world. As a part of the Behind the Brand community, you can get a great deal off your next co-working space booking. Head to https://we.co/behindthebrandSupport the show

Author Alex Smith, writer of the book No Bullsh*t Strategy, has a keen way of looking at what most of us might view as difficult or even insurmountable at times. Strategy is Smith's expertise and he says that it should be intuitive at its core. Need some help with your strategy? Want to see if you're on the correct path? Have a listen to Bryan and Alex in this next episode! Special Thanks to our Sponsor Inside Tracker!It’s been about 7 years but feels like yesterday when I think about the time I was really struggling with health. All of a sudden I was getting serious headaches and didn’t know why…My friend Rob Wolff who wrote the book Wired to Eat turned me on to InsideTracker but to be honest I didn’t follow thru and spent the next 4 years trying to figure things out on my own by seeing over a dozen doctors and specialists. I probably wasted at least $20,000 in time and medical expenses with nothing to show for it. Earlier this year another friend suggested InsideTracker again and I signed up. It was so easy. A specialist came to my house to took my blood for a blood panel test that measured almost 50 health markers. About a week later I had a full report across all of the important categories.How much would you pay to have a roadmap to feeling your best? Well, promise InsiderTracker costs a lot less and I guarantee it will be one of the best investments you make for yourself. With annual fees starting at $150 this is a no-brainer. Just go to InsideTracker.com and give it a try.Special Thanks to our Sponsor WeWork!With WeWork On Demand, you can book co-working space by the day and meeting rooms by the hour at locations around the world. As a part of the Behind the Brand community, you can get a great deal off your next co-working space booking. Head to https://we.co/behindthebrandSupport the show

Eric Ryan is a prolific CPG brand builder responsible for the home furnishings brand, Method, OLLY, Will, Cast and Welly to name a few. His newest venture is cereal. This episode is a masterclass and rare glimpse into Eric's process and approach that will help you build your own brand.Special Thanks to our Sponsor Inside Tracker!It’s been about 7 years but feels like yesterday when I think about the time I was really struggling with health. All of a sudden I was getting serious headaches and didn’t know why…My friend Rob Wolff who wrote the book Wired to Eat turned me on to InsideTracker but to be honest I didn’t follow thru and spent the next 4 years trying to figure things out on my own by seeing over a dozen doctors and specialists. I probably wasted at least $20,000 in time and medical expenses with nothing to show for it. Earlier this year another friend suggested InsideTracker again and I signed up. It was so easy. A specialist came to my house to took my blood for a blood panel test that measured almost 50 health markers. About a week later I had a full report across all of the important categories.How much would you pay to have a roadmap to feeling your best? Well, promise InsiderTracker costs a lot less and I guarantee it will be one of the best investments you make for yourself. With annual fees starting at $150 this is a no-brainer. Just go to InsideTracker.com and give it a try.Special Thanks to our Sponsor WeWork!With WeWork On Demand, you can book co-working space by the day and meeting rooms by the hour at locations around the world. As a part of the Behind the Brand community, you can get a great deal off your next co-working space booking. Head to https://we.co/behindthebrandSupport the show