Although there are hundreds of books about how to negotiate more effectively, the advice they offer is often difficult to apply, for three reasons. First, there are just too many contextual specificities underpinning each negotiation, such that one size does not fit all. Second, the effectiveness of each strategy is partly dependent on the personal background of the negotiators — who they are, what they want, and how they connect. Third, many of the factors determining the outcome of negotiations are more emotional than rational, which requires a deep psychological understanding of the people involved.