And you know, this is similar to the thing that you said when you were talking about not to be afraid of no.

Because typically in a negotiation, you want to get yes, yes, yes, get there quickly and efficiently without much problem.

But you uncovered the fact that getting to a no can tell you a lot more than a yes.

Yeah, and no is protection and yes is commitment.

And we think that yes is success.

And my setup question is if yes is success and what is no?

And people always say, well, no is failure.

And I'll say, no, that was a trick question.

Who says yes is success?

Yes isn't success. Yes is a trap that we lure other people into.

You know, there are three kinds of yes. There's confirmation commitment and there's counterfeit.

And people try to lead us into commitment yes with confirmation yes so much that everyone is an

expert at giving the counterfeit yes. So if you think yes is success,

you've just taken a counterfeit $100 bill and you can't spend that anywhere. Right. And can you

tell the audience a little bit more about how dangerous it could be to accept a counterfeit yes,

thinking that it's a confirmation yes or a commitment yes?

Well, you know, because people fish for yes so much, many business people are used to

basically saying, you know, aha, go on, you know, my question is often, have you ever taken a yes

to find out later that it was a no? I mean, yes is a great device to fish. If you are trying

to get me to say yes, I actually want to suck as much information out

of you as possible.

I want to know where you're coming from.

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