We all negotiate every day, sometimes without realizing it, and it's not always about price. If you're here to maximize every negotiation you ever do, no matter what the subject or stakes, you've come to the right place. Don't worry; this isn't a textbook, and I didn't write it from an academic perspective. I interweave several personal stories to define and illustrate how I plan and execute my negotiation objectives. This book is based exclusively on my experiences negotiating in the trenches for over four decades. You won't find any untested negotiation tricks or theories. I focus on time-tested, fundamental principles and explain the tactics and strategies I use to achieve successful results. My hands-on approach is as valuable to the average person as it is to someone who negotiates for a living. I explain the thought process I use when engaging in various negotiating scenarios and identify its key components: preparation, adopting a negotiating mindset, determining worth, what to offer, why you should counteroffer, gaining and using leverage, applying psychological pressure, what not to do, avoiding compromise, and closing the deal.