Negotiating from the Whole Brain

We all think differently, and naturally bring our own “style” to the negotiating table. Understanding the strengths and weaknesses of your thinking style, and tailoring your approach to take into account the style of your counterpart, can greatly improve your success in negotiation.

Understanding your own style

Ned Herrmann, author of The Creative Brain, proposed that there are four thinking styles: the rational self, the safekeeping self, the feeling self, and the experimental self, which relate to dominance in different quadrants of the brain. Negotiating is a whole-brain task, requiring the ability to be diligent and rational (quadrant A activities), to plan and organize well (quadrant B activities), to interact well with others (a quadrant C trait), and to be bold and take risks (a quadrant D characteristic). However, only four percent of the population is dominant in all four quadrants. Most negotiators, therefore, have strengths and weaknesses in performing the negotiating task, and should work to improve in their weakest areas. A negotiator who has limited abilities in the feeling self (quadrant C), for example, can improve by developing his or her emotional intelligence. A negotiator who has limited abilities in the experimental self (quadrant D) can improve by developing his or her creative abilities by taking creativity workshops.

Utilizing thinking style differences in negotiation

• Have you determined what your own thinking style is?

• Have you identified your weaknesses in negotiation and are you working to improve in those areas?

• If putting together a team of negotiators, have you taken each person’s thinking style into account? Do they complement one another?

• Are you able to quickly assess the thinking style of others?

• Do you take your counterpart’s thinking style into account when negotiating with them?

Influencing others

The whole brain model can sometimes help you to influence your counterpart negotiators. For example, if you believe that your counterpart’s strength is in the feeling self (quadrant C) and their weakness is in the rational self (quadrant A), you will be more successful if you connect to him or her emotionally by building the relationship, and not by trying to connect cognitively through long speeches or rational arguments.

The four types of thinking styles

A. The rational self

Individuals with brain dominance in quadrant A tend to be logical, analytical, fact-oriented, and good with numbers.

B. The safekeeping self

Individuals with brain dominance in quadrant B tend to be cautious, organized, systematic, neat, timely, well-planned, obedient, and risk-averse.

C. The feeling self

Individuals with brain dominance in quadrant C tend to be friendly, enjoy human interactions, engage in open communication, express their emotions, enjoy teaching, and are supportive of others.

D. The experimental self

Individuals with brain dominance in quadrant D tend to think holistically and see the big picture. They are also often creative, comfortable with uncertainty, future-oriented, and willing to take risks.