Whether it be politics, real estate or interpersonal relationship issues, part of an effective negotiation strategy is knowing the other party’s position and pain points.
If your position is lose/lose for them, it may be more beneficial for them to walk away and lose less than accepting your offer (or demand as they will likely perceive it, if it’s a losing proposition for them).
This is fine if you operate in a zero sum world.
If you want long term success, you may want to consider your strategy.


“Most CEOs see the future as a continuation of the path that got them to the C-suite and not as an ever evolving jungle.” 
Mr. Godin has a phenomenal ability to capture ideas and relay them in short, hard hitting concepts.