The hair stands up on the back of my neck whenever I hear the phrase “win-win-win.” And I’ve hearing it more and more often.
“It’s a real win-win-win situation…”
I guess that’s how markets evolve. First we had “win-win,” as in, “win-win negotiation.” Once that became old hat, marketers had to crank it up — hence the rise of “win-win-win.”
The reason I am wary of this phrase is because I’ve read Jim Camp’s negotiation book Start with No. And one of Camp’s big enemies is win-win. That’s just a clever name, Camp says, for fear- and compromise-based negotiation.
According to Camp, win-win negotiation is not principled… it’s not in your best interest… and if somebody is pushing it on you, you’re about to get flayed alive.
But maybe you think this is crazy. Maybe you think that “win-win” is great, and that “win-win-win” is even better. So here’s a quote by one very famous and successful copywriter, John Carlton:
Nearly every biz transaction is an inherently hostile situation.
Behind the smiles and back-slapping and promises of “working for the common good” between, say, a freelancer (or consultant) and a client…
… the freelancer actually wants to do as little work as possible for the maximum possible money…
… while the client wants to bleed every ounce of productivity from the writer for the least outlay of cash.
John uses the terms “veiled teeth-baring” and “primal snarling dance” to describe the reality of business interactions.
That’s certainly one way to do it. But I don’t think it’s the only way.
And if you want to know how to handle business situations in a way that’s neither snarling nor based in fear, then Camp’s book is worth a read. Or two. Or three.
Or you can just subscribe to my daily email newsletter. I’m no Jim Camp. But I’ve read his stuff, and it’s near to my heart. And while my newsletter is mainly about marketing and persuasions, sometimes I also write about the business of copy.
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