James Chandler, CMO of IAB, shares his insights on Negotiation. He learned Negotiation during his formative years at Mindshare, where he had to Negotiate media prices and value.

Negotiating in the digital industry required a shift from a macho and aggressive approach to a more relationship-focused.

He emphasises the importance of preparation, learning on the job and from your failures.

Negotiating in personal life can be more challenging due to emotional investment.

He suggests using the word 'consensus' instead of 'negotiation' to emphasise the importance of finding a win-win outcome.

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