Not everyone is in a place to hear your brilliant win-win proposal. Not everyone even wants to be listened to, themselves. Sometimes people don’t even want the thing they’re supposedly fighting for. Sometimes people just want to fight. Worse, some folks just want to hurt people. And worst, some of them want to be abused. Who am I to disagree? Sorry, I couldn’t help myself $^t$. The point is, there are conditions where civility goes out the window and you can’t get enough of a word in to present your mutually beneficial offer.

To create and express advantage is an enormous study. The majority of what we study without end in the dojo falls into this category, and a lot that we don’t get enough time for as well. In the rest of this chapter, I’ll cover this broad subject as thoroughly as is practical. It’ll look like this:

• a story about using this strategy to lead into a win-win negotiation
• a breakdown of the lessons in that story
• a look at three broad categories of advantage and how to create them

The rest of this chapter will become available following the success of this Kickstarter campaign.

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