Developments in neuroscience in the 21st century have led toremarkable new insight into what actually works when it comes toinfluencing human decisions and actions.

In particular, the application of emotionaltriggers has been a game-changer where persuasivecommunication is essential: leadership, marketing, sales andnegotiation.

Negotiation strategies and tactics are the modes by which wediscuss and exchange value in the pursuit of mutual agreement. Some are simple, somecomplex, some respectable and some not. What they all do is infusethe negotiation with certain messages and attitudes designed toinfluence the process and outcome.

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