Begin at the End

Kendall Isaac • April 7, 2026

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When negotiating, people approach the process from many different vantage points. In truth, there are no clear right or wrong approaches. My preference, however, is to always begin with the end in mind.

Traditional negotiation theory stresses understanding your BATNA and WATNA before embarking on a negotiation session. This simply means to have thoroughly assessed your 'best' and 'worst' alternatives to a negotiated arrangement. While we all want to achieve our best alternative, we have to devote equal time to considering the worst possibility. This keeps our minds grounded in reality and logic. I too subscribe to this theory. But I also believe in visualization and the creation of building blocks to bring the vision to life.


When a dispute arises, everyone deserves 24-48 hours to be angry, to grieve, and to thing irrationally. During this time, do not engage with the other party. Nothing good will come from engagement without having clearly thought through the outcome of your words and deeds when you feel highly emotional. After your sound mind returns, begin visualizing how you would prefer to see the dispute resolved. How do you picture negotiating success? Once pictured, it's time to put yourself into the picture!


When I meet with people and discuss the issues before them, I always ask "In a perfect world, how would you like to see this dispute resolved?" Of course, we do not live in a perfect world, and we are not promised to get our every desire. However, knowing what a person desires can help build a framework and approach to negotiations. After discussing the desired end result, ample time should be spent discussing reasonable and acceptable alternatives to this desired end result - aiming to adjust the target to something likely palatable to the other party.


Once you have determined both the desired goal and the acceptable goal, it is time to start negotiating. Beginning with the end in mind, there is no harm in asking for it all! Reach for the perfect end result. As long as that end result doesn't impact the dignity and respect of others, it is fair game (note that hard bargaining negotiators can care less about the dignity of their opposition; I do not subscribe to this style but am aware of it to prepare to adjust to this all-or-nothing approach). Knowing that this desired goal is likely not going to be attainable, you can now start inching towards the acceptable alternative(s) that can hopefully bring the dispute to a just resolution. By beginning with the end in mind, you will have a focused approach to negotiations and have a greater opportunity to reach an optimal conclusion.

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