Getting to Yes with Yourself: And Other Worthy Opponents. William Ury

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       Put Yourself in Your Shoes

      From Self-Judgment to Self-Understanding

       Know thyself? If I knew myself, I’d run away.

      —Johann Wolfgang von Goethe

      While I was writing this book, I was approached for help by the wife and daughter of Abilio Diniz, a highly successful and prominent businessman from Brazil. Abilio was involved in a complex and protracted dispute with his French business partner, fighting over control of Brazil’s leading supermarket retailer, a company that Abilio and his father had built up from a single bakery. While Abilio had sold controlling shares to the French, he remained as chair and major shareholder. A partnership that had started well years earlier had turned bitter. Two major international arbitration cases were in process as was a big lawsuit. The battle was the subject of constant speculation in the media. Who was winning? The Financial Times called the dispute “one of the biggest cross-continental boardroom showdowns in history.”

      Trapped in a conflict from which he could see no way out—a fight that consumed his time and resources—Abilio felt angry and frustrated. The general expectation was that the fierce battle, which had lasted for two and a half years, would go on for another eight years, by which point he would be well into his eighties.

      After studying the case carefully, I had a chance to talk extensively with Abilio and his family at his home in São Paulo. As complicated and difficult as the conflict with the French partner seemed, I sensed that the first and fundamental obstacle lay within Abilio himself. A man of dignity, he felt very disrespected and ill-treated by his business partner. He did not know what he really wanted most, to fight or to settle. In and out of the boardroom, he often found himself reacting out of anger in ways that went contrary to his interests. Like most of us, he was his own worthiest opponent.

      The first step in resolving the dispute, it seemed to me, was for Abilio to figure out his true priorities. So I asked him, “What do you really want?” His first response was to give me a list: he wanted to sell his stock at a certain price; he wanted the elimination of a three-year noncompete clause that prevented him from acquiring other supermarket companies; and he wanted a number of other items including real estate. I pressed him again. “I understand you want these concrete items. But what will these things give you, a man who seems to have everything? What do you most want right now in your life?” He paused for a moment, looked away, then turned back to me and said with a sigh: “Freedom. I want my freedom.” “And what does freedom give you?” I asked. “Time with my family, which is the most important thing in my life,” he replied. “And freedom to pursue my business dreams.”

      Freedom then was his deepest need. Freedom is important to all of us but it had special resonance for Abilio because of a harrowing experience in his past. Years earlier, while leaving his home, he had been kidnapped by a band of urban guerrillas. Confined in a tiny cubicle with two pin-size holes for air and assaulted by intensely loud music, Abilio thought he would be killed at any moment. Fortunately, he was rescued in a surprise police raid after a week in captivity.

      Once Abilio and I had clarity on his deepest need, freedom became the “north star” for our work together, orienting all our actions. When my colleague David Lax and I were able to sit down to negotiate with the other side, we were able to resolve within just four days this bitter and protracted dispute that had gone on for years. The solution was surprisingly satisfying for everyone, as I will recount later in this book.

      We all wish to get what we want in life. But the problem is that, like Abilio, what we really want is often not clear to us. We may want to satisfy others in our lives too: our spouse or partner, colleagues, clients, even our negotiating opponents. But the problem is that what they really want is also often not clear to us.

      When people ask me what is the most important skill for a negotiator, I usually respond that, if I had to pick just one, it would be the ability to put yourself in the other person’s shoes. Negotiation, after all, is an exercise in influence, in trying to change someone else’s mind. The first step in changing someone’s mind is to know where that mind is. It can be very difficult, however, to put ourselves in the other person’s shoes, particularly in a conflict or negotiation. We tend to be so focused on our own problems and on what we want that we have little or no mental space to devote to the other side’s problem and what they want. If we are asking our boss for a raise, for instance, we may be so preoccupied with solving our problem that we don’t focus on the boss’s problem, the tight budget. Yet unless we can help the boss solve that problem, the boss is unlikely to be able to offer us a raise.

      There is one key prior move, often overlooked, that can help us clarify both what we want and, indirectly, what the other person wants. That move is to put yourself in your own shoes first. Listening to yourself can reveal what you really want. At the same time, it can clear your mind so that you have mental and emotional space to be able to listen to the other person and understand what he or she really wants. In the example of the raise, hearing yourself out first can help you listen to your boss and understand the problem of the tight budget.

      Putting yourself in your shoes may sound odd at first because, after all, are you not already in your own shoes? But to do it properly is not nearly as easy as it might appear. Our natural tendency is to judge ourselves critically and to ignore or reject parts of ourselves. If we look too closely, we may feel, as Goethe says, like running away. How many of us can honestly say that we have plumbed the depths of our minds and hearts? How many of us regularly listen to ourselves with empathy and understanding—in the supportive way that a trusted friend can?

      Three actions can help. First, see yourself from the “balcony.” Second, go deeper and listen with empathy to your underlying feelings for what they are really telling you. Third, go even deeper and uncover your underlying needs.

      See Yourself from the Balcony

      Benjamin Franklin, known as a highly practical and scientific man, reflected in Poor Richard’s Almanack more than two and a half centuries ago, “There are three things extremely hard: steel, a diamond, and to know one’s self.” His advice was: “Observe all men; thyself most.”

      If you observe yourself and others in moments of stress during negotiation and conflict, you will notice how easily people become triggered by the other person’s words, tone of voice, and actions. In virtually every dispute I have ever mediated—whether it is a marital spat, an argument in the office, or a civil war—the pattern is reaction followed by reaction followed by yet another reaction. “Why did you attack him?” “Because he attacked me.” And on it goes.

      When