Station 4 Negotiation

The recent drug-pricing clash between Pfizer and the Trump administration wasn’t just another policy fight – it was a huge negotiation in US healthcare. This was a high-wire act: a pharmaceutical giant under intense political pressure, a White House eager for a headline win, and billions of dollars on the line. This week on S4N, Gene breaks down how Pfizer held its ground, built quiet alliances, and seized the exact moment the Trump administration started negotiating against itself. Most importantly, he explains the critical difference between power and influence — and when to use each. Pfizer’s moves weren’t luck – they were deliberate, and they offer a rare look into how power and influence operate when the stakes are national. Gene connects the dots between this negotiation and the kinds of decisions executives face every day: knowing when to hold, when to move, and how to shape the field before the other side does. For anyone who deals in high-stakes conversations – inside healthcare or out – this isn’t just history. It’s a list of strategies. Remember: negotiation is life. Mentioned in this episode: The Best Care for Those with the Least: An Empowering Guide to Bridge the Socioeconomic Gap in Medical Care by Kristen Davis-Coelho, PhD "Inside Pfizer’s Drug-Pricing Deal With the Trump Administration",  the October 2, 2025 Wall Street Journal article by Liz Essley Whyte, Jonathan D. Rockoff, and Peter Loftus

What if the key to breaking a business deal deadlock isn’t narrowing the focus – but making the problem bigger? This week on S4N, Gene explores the counterintuitive strategy of “enlarging the problem,” drawn from the book Swap: A Secret History of the New Cold War by Drew Hinshaw and Joe Parkinson. With stories from U.S. hostage negotiator Roger Carstens, Gene shows how widening the frame of a stalled conversation can unlock new options and shift outcomes – and gives you a step-by-step, seven-part military decision-making framework you can put to work in your own business challenges right away. If you’re facing tough deals, complex team dynamics, or organizational gridlock, this episode offers a fresh way to create value and overcome stalemates. Remember: negotiation is life. Mentioned in this episode:  Swap: A Secret History of the New Cold War, the 2025 book by Drew Hinshaw and Joe Parkinson

This week on S4N, Gene breaks down one of the most daring corporate maneuvers in recent memory: Nvidia’s bold push into the Chinese tech market under the shadow of U.S. export controls. Through the lens of The Art of War and real-world strategy, Gene returns to our friend from episode 40, Jensen Huang, to explore how Huang played a complex, high-level game – while balancing political risk, regulatory firepower, and a negotiation counterpart unlike any other: Donald Trump. This episode offers a rare look at how high-stakes corporate negotiations unfold when global markets, national policy, and executive leadership intersect. From managing geopolitical constraints to navigating ethically murky territory, Gene examines the real-world challenges business leaders face when the path to growth is anything but straightforward. Whether you're guiding international expansion, negotiating sensitive deals, or making tough strategic calls, this is for you. Remember: negotiation is life. Mentioned in this episode: "With Billions at Risk, Nvidia CEO Buys His Way Out of the Trade Battle", article in the August 11, 2025 edition of The Wall Street Journal by Lingling Wei, Raffaele Huang, and Amrith Ramkumar The West Point Way of Leadership by Larry R. Donnithorne

One question that comes up time and again when people start learning negotiation is: okay, but how do I negotiate my own salary? This week on S4N, Gene takes a close look at that question through the lens of a well-known Hollywood standoff with surprisingly relevant lessons for today’s professionals: the salary dispute that led to Suzanne Somers’ abrupt exit from the iconic sitcom Three’s Company.  This episode explores what went wrong, how it could have gone differently, and what it all means for anyone negotiating compensation – whether you’re managing a team or advocating for yourself. Gene digs into the strategic and interpersonal mistakes made on both sides and connects them directly to the kinds of conversations people face in today’s workplaces. Why did a key cast member on a hit show lose her role – and what does that mean for anyone walking into a compensation discussion today? This episode clearly and practically highlights what matters most in salary negotiations: timing, tone, leverage, and facts. It’s a cautionary tale, but also a useful guide for anyone looking to approach their next potentially contentious negotiation with more confidence and clarity. Remember: negotiation is life. Mentioned in this episode:  Producer Ted Bergmann on Suzanne Somers' contract negotiations on "Three's Company" Come and Knock on Our Door: A Hers and Hers and His Guide to "Three's Company" by Chris Mann

This week on S4N, Gene introduces you to media mogul family the Redstones (of Paramount) and breaks down the modern mantra of “FAFO” (let’s just say, “Fool Around and Find Out”) to find the point when pushing goes from good to too far. He also dives into the ins and outs of mediation: when it can rescue a negotiation, why people misuse it, and the key questions to ask before you sit down to make sure you’re not walking in blind. You’ll hear what it really means to make a “last, best offer” - how to hold your ground without tanking the deal, and why sometimes the smartest move is simply to walk away. This episode is packed with insights that every negotiator - rookie or pro - needs to master before their next big deal. It’s about more than theory: it’s about protecting yourself, managing tough counterparties, and knowing when to push - and when pushing will make the other side pull the deal. If you’ve ever wondered why some negotiations implode while others strike the perfect balance, this one’s for you. Remember: negotiation is life. Mentioned in this episode:  Unscripted: The Epic Battle for a Media Empire and the Redstone Family Legacy by James B. Stewart and Rachel Abrams

We hear so much about AI replacing jobs – but, ironically, the best lesson on becoming indispensable comes from an artificial intelligence executive himself. This week on S4N, Gene zooms in on the meteoric rise of Nvidia and its CEO, Jensen Huang, to unpack a negotiation strategy that every business leader, entrepreneur, and lawyer must master: making yourself indispensable. In a climate where artificial intelligence is remodeling the business landscape — and even giants like Microsoft, Apple, and Tesla have to negotiate on Nvidia’s terms — what separates the survivors from the true winners? Gene explores how a scrappy Silicon Valley startup leveraged relentless innovation (and more than a little grit) to become the company that even tech titans beg for product. But this episode isn’t just a Silicon Valley success story. Gene draws sharp parallels from his own legal experience to reveal how building leverage isn’t about who shouts the loudest in the boardroom – or the courtroom – but who quietly, obsessively, positions themselves as irreplaceable. Are you cultivating expertise, trust, and value in ways that ensure others need you – maybe more than you need them? Or are you leaving negotiation power on the table? Tune in to learn why the art of indispensability might be the greatest business advantage you can wield in a negotiation – plus, how to build a good negotiation team and why being powerful enough to use anger as a negotiation tactic doesn’t mean it works. Remember: negotiation is life.   Mentioned in this episode: The Thinking Machine: Jensen Huang, Nvidia, and the World's Most Coveted Microchip by Steven Witt The Nvidia Way: Jensen Huang and the Making of a Tech Giant by Tae Kim The West Point Way of Leadership by Larry R. Donnithorne About Face: The Odyssey of an American Warrior by David Hackworth and Julie Sherman

How can you tell if your negotiating partner is lying to you? This week on S4N, Gene dives into the art and science of lie detection – drawing on intelligence agency strategies and real-world tools every savvy negotiator should have in their toolkit. We begin with the deeper meaning behind the classic courtroom oath: “to tell the truth, the whole truth, and nothing but the truth.” Gene explores what “the whole truth” really means in a negotiation, especially when deception isn’t always black and white. Sharpen your ability to detect both obvious and subtle signs of dishonesty and explore why the key to spotting deception later lies in the relationships you build now.  Refine your approach to identifying behavioral shifts, verbal red flags, and nonverbal microexpressions that can quietly signal something’s off. Packed with practical techniques, psychological insights, and compelling stories – including a surprising look into the interrogation of Lee Harvey Oswald – this episode is essential listening for attorneys, business professionals, and anyone involved in high-stakes discussions. Remember: negotiation is life. Mentioned in this episode: Spy the Lie: Former CIA Officers Teach You How to Detect Deception by Philip Houston, Michael Floyd, Susan Carnicero, and Don Tennant Liespotting: Proven Techniques to Detect Deception by Pamela Meyer "The Simplest Way to Spot a Liar", the 2018 article by Susan Krauss Whitbourne for Psychology Today Aug. 21, 1963 | Lee Harvey Oswald Interview WDSU-TV New Orleans Nov. 23, 1963 | Lee Harvey Oswald News Conference Lee Harvey Oswald: Rare Footage Body Language Analysis

What happens when two relentless negotiators face off, both determined not to give an inch? Why do so many high-level business discussions go nowhere? And what could change the outcome? This week on S4N, Gene unpacks the story of Bill McGowan – a groundbreaking but often overlooked figure who paved the way for the cell phone you’re holding in your hand right now. McGowan helped dismantle AT&T’s monopoly through bold leadership at MCI and ultimately transformed U.S. telecommunications through a pivotal negotiation with AT&T chairman John DeButts that exposed the dangers of ego-driven dealmaking.  This negotiation’s missteps and missed opportunities act as great teachers for anyone doing business today – from tech entrepreneurs trying to disrupt incumbents, to executives competing for market access, to lawyers who think it would be easier to just file a lawsuit.  Remember: negotiation is life. Mentioned in this episode: The Deal of the Century: The Breakup of AT&T by Steve Coll "Long Distance Warrior: The Story of MCI vs. Ma Bell"    

This week on S4N, Gene uses Taylor Swift’s legendary dispute over her master recordings to explore what really happens when business partnerships break down – and what you can do when the system isn’t built to favor you. It’s a story packed with high emotion, high stakes, and a surprising amount of strategic brilliance. But beneath the headlines is a case study in how leverage is built, how it shifts, and how sometimes the most powerful move you can make has nothing to do with contracts at all. Gene examines what goes wrong when mutual respect disappears from the negotiating table, why reacting effectively to changed circumstances is a make-or-break skill, and how the best negotiators find ways to shift the narrative – even when the law appears to be against them (no, we don’t mean that the best negotiators find ways to break the law…) This isn’t just a music industry story. It’s a look at how power actually works – and how it gets taken back. You’ll hear how Taylor flipped the game and walk away with a few ideas on how to do the same when the odds are stacked against you. If you’ve ever been backed into a corner, underestimated, or forced to play by someone else’s rules, this episode offers something more than analysis: it offers a way forward. Remember: negotiation is life. Mentioned in this episode:  Back to School, the 1986 film directed by Alan Metter  There's Nothing Like This: The Strategic Genius of Taylor Swift by Kevin Evers Taylor Swift vs. Scooter Braun: Bad Blood, the 2024 HBO Max documentary series 10-10-10: A Life-Transforming Idea by Suzy Welch The Listening Room Cafe, Nashville, TN Nashville songwriters: Elysse Yulo Madelyn Paquette Fran Litterski McCall Chapin Sarah Killian "Love Thy Neighbor" by McCall Chapin 

What can a Russian political prisoner teach you about winning in the boardroom? This week on S4N, we explore the bold persuasion tactics of Alexei Navalny... and what they reveal about power, leverage, and conviction in business. Navalny’s fearless strategy wasn’t about compromise. It was about clarity, ethics, and calling out the game while still playing to win. If you’ve ever sat across from someone who won’t budge, bent your values to close a deal, or walked away wondering if you could have done more - this one’s for you. Remember: negotiation is life.  Mentioned in this episode:  Patriot: A Memoir by Alexei Navalny Navalny, the 2022 documentary directed by Daniel Roher

This week on S4N, Gene dissects the high-stakes world of NFL draft day negotiations through the cautionary tale of Shedeur Sanders – rising quarterback and son of Hall of Famer Deion Sanders. What unfolds when raw talent, family legacy, and unshakable self-belief crash headfirst into the cold, calculated machinery of a billion-dollar sports business? Having watched Shedeur’s draft stock inexplicably plummet, Gene peels back the layers to reveal where the deal-making went off the rails. Was it hubris, inexperience, or a fundamental misunderstanding of leverage in a highly controlled system? From missed cues in power dynamics to the strategic misfire of eschewing professional representation, this episode is a masterclass in what not to do when navigating high-value negotiations. But this story isn’t just about football – it’s about business. Gene draws from his own legal career and insider experience to expose the anatomy of a failed negotiation. He explores how organizations assess not just skills, but attitude, optics, and risk… because whether you’re closing a contract or climbing the corporate ladder, the same rules apply – and the stakes can be just as high. Remember: negotiation is life. Mentioned in this episode: Hard Knocks, HBO Deion Sanders on the Dan Patrick Show, February 7, 2025

This week on S4N, Gene opens with Tennyson’s "Charge of the Light Brigade" and the fatal consequences of a misunderstood order, drawing a direct line from Crimea in 1854 to the high-stakes negotiations at Yalta in 1945 – to the boardrooms of today. With Ukraine and Crimea once again in the headlines, we explore how blind obedience, unchecked egos, and behind-the-scenes power plays helped shape the modern world – and what today’s business leaders and negotiators can learn from the decisions made behind closed doors. At Yalta, Roosevelt, Churchill, and Stalin weren’t just dividing territory – they were wielding influence, managing perceptions, and negotiating straight through imbalance and urgency. Their choices offer enduring insights into persuasion, positioning, and compromise when the pressure is on. Whether you’re navigating a merger, managing a team, or brokering a high-stakes deal, the lessons of Yalta still apply: when the stakes are high, how you handle pressure and power can change everything. What did these leaders get right? Where did their blunders echo through history? And what can today’s negotiators learn from their triumphs and mistakes? Plus: why it ain’t over ’til it’s over and why it might matter who signs the deal first. Remember: negotiation is life. Mentioned in this episode: "Charge of the Light Brigade" by Alfred, Lord Tennyson Yalta: The Price of Peace by Serhii Plokhy  History Hit

What happens when you try to silence a whistleblower? The whistles get louder. This week on S4N, Gene digs into the explosive story behind Careless People, Sarah Wynn-Williams’s courageous exposé of her years behind the scenes at Facebook – plus the high-stakes negotiations, ethical dilemmas, and intense resistance she faced from one of the world’s most powerful companies. Drawing from the most eye-opening moments in Wynn-Williams’s account, Gene explores three essential negotiation lessons: First, the power of patience – what it means to stay in the game and how it opens doors others would close. Second, the art of policing your tongue – why what you don’t say can be as important as what you do, and how careless words can derail even the most promising talks. And third, the critical need to reflect on your own values – just because you can make a deal doesn’t mean you should. Gene brings these points to life with cautionary tales of boardroom blunders, cultural missteps, and high-wire negotiation gambits straight from the front lines of Big Tech. Whether you negotiate in tech, business, or life, learn how values, preparation, and situational awareness shape every outcome. Plus: why supporting independent bookstores is more vital than ever in an age of information suppression. Remember: negotiation is life. Mentioned in this episode: Careless People: A Cautionary Tale of Power, Greed, and Lost Idealism by Sarah Wynn-Williams “Meet Sarah Wynn-Williams, Facebook’s Highest-Ranking Whistleblower,” a March 18, 2025 Free Press interview “FULL INTERVIEW: Ex-Facebook executive's first-hand dealings with Mark Zuckerberg | 60 Minutes,” a March 31, 2025 feature piece by 60 Minutes Australia  “#6 – Too Much "I" In Team: Why A Diverse Negotiation Team Matters”, the April 8, 2024 episode of S4N Sleepy Dog Books, Mt. Pleasant, MI

What are the 3 P’s of negotiation? Preparation, preparation, and… oh yeah, preparation. This week on S4N, Gene dives into one of the most critical – and most overlooked – building blocks of negotiation success: thorough preparation. With over 40 years in the field, Gene explores how and why skipping this step has led to more failed deals than any other misstep he’s seen – and how you can avoid the same pitfalls. Learn how to prepare for a negotiation, how to protect yourself when you can’t do as much research as you’d like, why scenario planning can help you get a deal done, and how to identify the first price to ask for. Plus, learn about the winner’s curse, Chris Voss’s Ackerman system, and the 65/85/95% tool for pricing. Remember: negotiation is life… and failing to prepare is preparing to fail. Mentioned in this episode: Done Deal: Insights from Interviews with the World’s Best Negotiators by Michael Benoliel and Linda Cashdan  Never Split the Difference: Negotiating As If Your Life Depended On It by Chris Voss and Tahl Raz

Donald Trump insists that he won the 2020 election. Barack Obama stated that the Affordable Care Act's individual mandate wasn’t a tax when, in effect, it was. Nancy Pelosi famously declared, “We have to pass the bill so you can find out what’s in it.” George W. Bush used questionable facts to justify the war in Iraq. If there’s one truth, it’s that politicians often misrepresent it, which raises the question: why? Is it advantageous to lie to get your way (or at least try)? This week on S4N, Gene explores the role of facts in negotiation – and mixed opinions on the matter that date back to Machiavelli. Do all parties need to agree on the facts to make a deal? Where’s the line between truth and strategic misrepresentation? What kinds of truth-stretching are acceptable – and which are not? Does objective truth exist, and does it even matter in negotiation? And: can the truth actually be an obstacle to a successful business negotiation? Remember: negotiation is life. Mentioned in this episode:  The Prince by Niccolo Machiavelli  A Bronx Tale, the 1993 film directed by Robert de Niro  "What Wikipedia Teaches Us About Balancing Truth and Beliefs," TED Talk by Katherine Maher on June 28, 2022

This week on S4N, as whispers of another economic downturn grow louder, Gene dives into the 2008 financial crisis and turns his attention to one of the most pivotal moments in financial history – the collapse of Lehman Brothers. We’ve talked a lot on S4N about knowing your BATNA and being willing to walk away from a deal – but what if your only option is to get the deal done? What went wrong in the final negotiations to save the firm, and what can we learn from those high-stakes discussions? Explore the crucial role of decentralizing command in negotiations, especially when the stakes are high. Learn why senior executives, despite their authority, may not always be the best participants in certain talks. Look at why the way you handle information requests can be even more important than the information you’re providing. And – examine the delicate balance between pushing the other side too hard and keeping the negotiation moving forward. When you’re looking to close a deal and avoid an impasse, how do you manage your approach so that you don’t wear down the other party, but still get the results you need? Remember: negotiation is life.   Mentioned in this episode: The Big Short: Inside the Doomsday Machine by Michael Lewis Too Big to Fail: The Inside Story of How Wall Street and Washington Fought to Save the Financial System – and Themselves by Andrew Ross Sorkin One Week, the 1920 film directed by Buster Keaton and Edward F. Cline

On S4N, Gene usually steers clear of covering live negotiations – too much could be happening behind the scenes. But on Friday, the world got to watch the dramatic events that unfolded in the Oval Office as President Trump, Vice President JD Vance, and Ukrainian President Volodymyr Zelenskyy came face-to-face in a tense and high-stakes meeting. What started as a crucial diplomatic discussion quickly turned into a showdown, with messages of international significance clashing in real time. This week, Gene breaks down the key moments, unpacks the dynamics of the Russia-Ukraine conflict, and explores how message discipline — or lack thereof — shaped the negotiation. How did Trump and Vance’s rhetoric, as well as Zelenskyy’s, influence the outcome of the meeting? And why does message discipline matter so much in a charged environment? Join Gene as he explores the behind-the-scenes negotiations and the delicate balance of diplomacy in a moment that could have lasting consequences. Remember: negotiation is life. Mentioned in this episode: The Bonfire of the Vanities by Tom Wolfe Julia Ioffe’s website, Puck Mike Baker’s podcast, The President’s Daily Brief https://podcasts.apple.com/us/podcast/12-blackmail-vodka-or-the-threat-of-murder-what/id1727241165?i=1000660874045 the July 2, 2024 episode of Station 4 Negotiation “#17: One Month Since Gershkovich: Inside The Biden Administration’s Intricate Deal”, the September 10, 2024 episode of Station 4 Negotiation

What do you want? A simple question, but one that people often forget to answer before going into a negotiation. In a new application of Morgan Housel's bestselling book The Psychology of Money, Gene breaks down the factors that contribute to what people want and their impact on the dealmaking process. Explore how regret plays into whether or not a deal gets done, reframe how you think when you're negotiating with someone you think is crazy, and learn how each party's relationship with money affects your negotiations. Plus, discover the marshmallow test, understand the method to the madness, and examine how to answer the question: how much is enough? Remember: negotiation is life.  Mentioned in this episode:  Field of Dreams, the 1989 film directed by Phil Alden Robinson Shoeless Joe by W.P. Kinsella The Psychology of Money by Morgan Housel  "Morgan Housel: Understand & Apply the Psychology of Money to Gain Greater Happiness," the December 2, 2024 episode of Andrew Huberman's Huberman Lab podcast 10-10-10: A Life-Transforming Idea by Suzy Welch  Hamlet by William Shakespeare The Caine Mutiny, the 1954 film directed by Edward Dmytryk The Caine Mutiny Court-Martial, the 2023 film directed by William Friedkin  The Karate Kid, the 1984 film directed by John G. Avildsen

"Clowns to the left of me, jokers to the right / Here I am, stuck in the middle with you" – song lyrics, or an accurate description of American politics? There's a lot to analyze in the world of US politics, business, and culture right now. In order to understand where we're going, it's critical to understand where we've been – so, this week on S4N, Gene breaks down the original negotiation that created America to answer the question: should we still have faith in our country? Of course, he also answers some important questions about negotiation along the way that you can use in everyday business deals: should you lay all your cards on the table at once? Do impressions matter? How can you use FOMO to your advantage?  And maybe most importantly: what do you do when you don't know what's going to happen? Remember: negotiation is life. Mentioned in this episode: "Great Negotiations: Agreements that Changed the Modern World" by Fredrik Stanton John Adams, the HBO show directed by Tom Hooper

Stoicism may be the trendy philosophy amongst many male media personalities right now - resulting in its occasional description as "broicism" - but it's more than just that. This week on S4N, Gene goes beyond the "broicism" trend and teaches you how to apply stoic principles for better negotiations... not to mention better sleep at night.  Featuring lessons from books, movies, and thinkers across history, learn how to reframe your business anxieties, separate personhood from personal achievement, and gain tactics for calmer, smoother deal negotiations. Plus, gain tools to remember: negotiation is life... but it doesn't have to become your life. Mentioned in this episode: "Reasons Not to Worry: How to Be Stoic in Chaotic Times" by Brigid Delaney Gladiator, the 2000 film directed by Ridley Scott "The Obstacle Is the Way: The Timeless Art of Turning Trials into Triumph" by Ryan Holiday "Meditations" by Marcus Aurelius  "Brigid Delaney's Life Changing Year of Living Like a Stoic," the October 2, 2024 episode of Ryan Holiday's Daily Stoic podcast