>>10641645 >tHe REAsOn yOu negOTiate IS tO prOdUCe sOmEThing betTer thAN tHe rESuLtS yOU cAn ObTain WiTHoUt neGOtiaTInG. What Are tHoSE ReSuLTs? WhaT is that AlteRnAtiVE? wHAt is yoUr bAtNA—YOUr bEst alTERNATiVe to a NEgoTiAtEd agReemeNt? tHat iS tHe stanDaRd AGaINst WHICH any PrOposeD AGreemEnt ShOulD Be MEaSUrEd. ThaT is The oNly stAndaRD THaT cAn PROTECt yOU both froM AcCepTiNG teRmS THaT aRE TOo UNFavOrAbLE aNd from rejECTINg TErMs iT WOuLd Be iN yOUr inTeResT tO ACCEPt.
