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Bend their reality by using six Prospect Theory tactics.

Prospect Theory argues that people are drawn to “sure things” (called the “Certainty Effect”). And people will take greater risks to avoid loss (“Loss Aversion”) than to achieve gains. To get real leverage in a tough negotiation, you have to persuade the other side they have something concrete to lose if the deal falls through. By anchoring their emotions for a loss, the other side will jump at the chance to avoid it. Bending their reality derives from the idea that the real value of anything depends on your vantage point. Set an extreme anchor to make your real offer seem reasonable, or set a range to seem less aggressive.

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