The article aims at uncovering the common flaws in the mindset of the negotiators

that seem to jeopardize the process of an effective negotiation. The author here
emphasizes on the fact that high stakes and pressure gives way to incompetencewherein money, relationships and profits are held at ransom. The primary motive
should be to be able to enough to be able convince the other party about striking
the deal in his/her own interest. The convincers benefits out of that deal should be
cleverly manifested as a secondary consideration.
The author then starts with the first mistake that negotiators tend to make- ignoring
the other partys issues. Negotiators tend to focus only on their side of the problem