Many negotiations are won in direct confrontation with the other side.
Benjamin Franklin considers that obvious.
The others do not.
“Why do people always focus on the other side?” Franklin asks.
“Because that’s where the negotiation takes place,” replies Socrates.
Franklin smiles.
“Exactly.”
Augustus looks up. Coalitions are one of the few subjects on which he almost always agrees with Franklin.
In complex negotiations, there are rarely just two parties. There are decision-makers. Influencers. Advocates. Blockers. Skeptics. Risk-avoiders. And those who officially play no role at all, yet surprisingly often determine the outcome.
Franklin had a simple explanation for this.
People rarely decide alone—even when the organisational chart suggests otherwise.
“One voice persuades,” Franklin says. “Five voices decide.”
Augustus nods.
Too many negotiators focus their analysis on the person sitting across the table.
Yet the real power often lies elsewhere.
Who influences the decision-maker? Who gets consulted? Who carries the risk? Who stands to lose influence? Who gains visibility?
Niccolò Machiavelli smiles.
“One could almost believe politics is everywhere.”
Franklin grins.
“Now you’re beginning to understand why I’m here.”
In difficult negotiations, good arguments often play a surprisingly minor role.
What matters instead is building the right coalition.
If you only look at the people around the table, you see the discussion.
If you understand the stakeholders, you see the decision.
Socrates looks up.
“And who influences the people who influence the stakeholders?”
Franklin orders another bottle of wine.
He likes the question.
👉 In your last important negotiation, who had more influence than their official role suggested?