No, this is not an article about how to win all the time.
This brief is about the evolution of the Win-Win negotiation strategy into a more fair and sustainable one (and probably harder too).
The history of Win-Win
The now widespread term “win-win,” was coined by Morehouse founder Victor Baranco in the 1960s.
Initially, the expression meant everybody wins. But that quickly was individualized into a more I win (me first), and then you win.
However, in the last few years, the term has evolved. Win-win has become more complex like “priority,” which existed only as a singular word until the twentieth century. To the point that now there are up to four upgrades.
The New Win-Win
Win-Win-Win
I win, you win, our company wins.
The inclusion of the company is a way to make sure you are not doing just things for yourself and the other person(s), but there is a benefit to your organization.
Win-Win-Win-Win
I win, you win, the company wins, the customer wins.
The customer is Queen/King. Most companies have by now shifted from brand centricity to consumer-centricity. Therefore there should always be something in for them.
Win-Win-Win-Win-Win
I win, you win, the company wins, the customer wins, society wins.
This latest version considers ESG (Environmental, Social, and Governance). Because not only ourselves, our companies, and our customers are essential, the planet and our communities are too.
Conclusion
Getting to a Win⁵ might sound like an unattainable thing. But with empathy and a winner mindset, it is achievable.
Think about Zero-Party Data, for example. Where companies get the sales and the data, customers get the perks and preserve privacy.
Or TooGoodToGo, an app that avoids food wasting by selling discounted meals before a restaurant closes.
How many Wins do you apply to your negotiations?
