What is Win-Win-Win?

A win-win-win negotiation delivers value not just for you and the other party but also for those indirectly affected by the agreement. This approach goes beyond traditional negotiation boundaries, creating opportunities that impact broader communities and stakeholders.

Why is it Important?

Negotiation presents an opportunity to create something of value, often relying on creativity, innovation, and collaboration. Value can mean different things to different people; it can be financial or economic, but it can also be non-financial, such as reputation, access, or long-term partnerships.

For instance, a financially driven deal might also include terms like extended contract lengths, exclusive access, or increased visibility. However, I find many negotiators focus primarily on their own needs, often at the expense of others. The goal tends to be claiming value for oneself rather than creating mutual value, and even less frequently is there consideration for those who are not at the table.

The Opportunity for Win-Win-Win

Consider a retailer negotiating with a new coffee manufacturer. Typically, both parties aim for a win-win scenario, ensuring mutual profit. But what if they expanded their thinking? Beyond their direct gains, they could consider the impact on other stakeholders, such as coffee growers, local communities, and the environment. 

Sound familiar? This approach mirrors the principles of existing fair-trade agreements, which not only benefit the retailer and manufacturer but also prioritise environmentally friendly practices and commit a percentage of profits to local community projects where the coffee is farmed.

By exploring opportunities beyond the traditional negotiation, they can create value for a wider range of stakeholders, transforming a simple win-win into a win-win-win outcome. The negotiated “pie” grows larger, potentially creating value that goes far beyond the immediate agreement.

Why Isn’t Win-Win-Win More Common?

Despite its potential, win-win-win thinking is often sidelined. It’s my view that negotiators frequently face pressure to deliver results that meet their own or their company’s needs, often with tight deadlines and little room for broader considerations. At the same time, many have not been trained to look beyond the immediate scope of the negotiation.

This type of negotiation requires time, carries risks, and demands high levels of trust, collaboration, and creativity, all qualities that are not always easy to cultivate in high-pressure environments.

How to Begin Delivering Win-Win-Win Outcomes

1. Adopt a Win-Win-Win Mindset: Shift your perspective to include stakeholders beyond the immediate parties.

2. Embrace Creativity: Challenge conventional approaches and explore new ways to add value.

3. Explore Beyond the Obvious: Dedicate time to identifying and considering the broader impact of the negotiation.

4. Think Long-Term: Consider the impact on your community, business ecosystem, and the environment.

5. Focus on Positive Impact: Reflect on how your negotiation can benefit society in small and large ways.

Negotiation doesn’t have to be a battle between winners and losers; it’s an opportunity to create something that was previously unimaginable. As the saying by Wayne Dyer goes, “If we change the way we see the world, the world we see will change.” 

By changing how we approach negotiation, I truly believe we can create more transformative and impactful agreements.