Chris Voss argues that negotiation is fundamentally about collaboration, not adversarial victory, as information asymmetry makes the 'best' deal unknowable. He identifies three negotiation styles—assertive, analytical, and accommodator—and warns that mismatches cause friction. Voss emphasizes that confidence is built through practice, and a calm voice can trigger mirror neurons to de-escalate tension. He highlights the power of saying 'no' to trigger collaboration and using 'labeling'—a concise verbal observation—to provoke thoughtful responses. Voss advises shifting from 'yes' to 'how' questions for smoother deals and criticizes the phrase 'win-win' as often manipulative. The ultimate game-changer, he explains, is getting the other party to say 'that's right' by articulating their viewpoint, a technique that once dropped a ransom from $10 million to zero.