Buret McKay here and welcome to another edition of the Art of Manliness Podcast.

In 1981, Time Magazine stated, if you're ever in a crucial life-changing negotiation,

the person you want on your side of the table is Herb Cohen.

Cohen was then known as the world's best negotiator and had worked with Fortune 500 companies,

professional athletes, and US presidents.

And also pinned the best-selling book, You Can Negotiate Anything.

Fast forward to today, and his son, Rich Cohen, has written a memoir of his father's life

in life philosophy called the Adventures of Herb Cohen, world's greatest negotiator.

Today in the show, Rich shares stories in Herb's life from his colorful childhood on the streets

of Brooklyn, where he paled around in a gang with future famous figures like Larry King

and Sandy Kofax, to coaching basketball in the army, becoming a sought-after strategist

and dealmaker.

Along the way, Rich shares life lessons that grew out of these stories, including how

powers perception and why you need to care, but not that much.

Out the shows over, check out our show notes at a-wim.ias slash Herb.

Rich Cohen, welcome to the show.

Yeah, thanks for having me.

So you have written a memoir about your father, Herb Cohen.

Your listeners probably haven't heard of your father, but people who grew up during the

1980s, they probably heard of him.

He was a big deal.

He was a pop culture phenomenon.

...