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So where I look at negotiation and certainly in the way of the training that I do with corporates,

I focus on them at an identity level because we often focus on skills, say, okay, here's what you need to do and here's the process

and here's the outcomes that you're seeking to get. But the biggest inhibitor, I believe,

in us getting the commercial outcomes we want is our own sense of identity and who we're

becoming through the process. So recognizing, even if I just give my own

example of when I left at the negotiation consulting firm that I worked for prior to starting my own

business, choosing a business name was quite the challenge. And I thought, oh, this is really

interesting. What do I choose? How am I going to

make a business name that I resonate with? And when I settled on the value negotiator, I thought,

oh, why that? It was because I wanted people to step into the identities of being the value negotiator,

so putting value at the center of it. But also it reminded

me of who I needed to be when I showed up. And I think sometimes we lose the perspective of what

...