You negotiate every day with friends, family, customers, and business associates.

Ask for far more than you think you’re going to get.

It is easy to assume that others want the same thing you want.

You can only end a negotiation for peace if you begin it.

It gives them more leverage. If your cost of goods is lower, you have more leverage to negotiate prices that might be able to beat out competing technologies.

The thing is that war is the opposite of negotiation. It's when you cannot negotiate, when you cannot talk, when you cannot reach agreements that then you have war.