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“the person who could be most uncomfortable in a negotiation will oftentimes win”
negotiationpsychologybusiness
What It Means
Willingness to sit in discomfort gives you leverage because others want to resolve tension quickly
Why It Matters
Most people make suboptimal deals to avoid uncomfortable conversations
When It's True
In negotiations where both parties have something valuable to offer
When It's Risky
When preserving relationships is more important than optimal terms
How to Apply
1
Prepare mentally to feel uncomfortable for extended periods
2
Don't rush to fill silence or resolve tension
3
Ask detailed questions about contract terms
4
Focus on win-win solutions rather than domination
Example Scenario
“Sitting through multiple uncomfortable contract revision meetings until getting better terms instead of accepting first offer”