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31 Negot J477
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Learning to Teach Negotiation
Michael Wheeler
Fall semester 1971 found me in the right place at the right time. I was a
graduate student just as Jim White happened to be visiting from the Uni-
versity of Michigan Law School. On a whim I enrolled in his negotiation
seminar.
In the first session we did a simulation, with half the class representing
a furniture manufacturer. The rest took the role of prospective buyers from
a retail store. Each side received confidential instructions. Then we paired
up to settle on a price for a mattress order. Negotiation teachers will
recognize the drill, but may be surprised that it was in use more than a
decade before Getting to Yes (Fisher and Ury 1981), The Art and Science of
Negotiation (Raiffa 1985), and You Can Negotiate Anything (Cohen 1982)
appeared on the scene.
Although everyone in class had been dealt the same cards, some
buyers got a bargain while others paid through the nose. In the debriefing,
we discussed what approaches might have driven success and which
others might explain failure. In simulations that followed, we students
tested our skill at settling lawsuits, handling family disputes, and resolving a
police strike. That I remember these details so many years later tells you
that I was hooked from the start. I had found my calling.
Our syllabus also included various readings, all but one of which
slipped my memory long ago. The sole exception is Richard Walton and
Robert McKersie's A Behavioral Theory of Labor Negotiations: An
Michael Wheeler is a professor of management practice emeritus at the Harvard Business School
in Boston and the editor of NegotiationJournal. His e-mail address is mwheeler@hbs.edu.
10.111 1/nejo.12131
© 2015 President and Fellows of Harvard College Negotiation Journal October 2015 477
Analysis of a Social Interaction System, then a mere six years old. I clearly
recall the authors' illumination of distributive and integrative bargaining,
and puzzling how the two might be reconciled.
My perspective on negotiation was shaped by a second stroke of good
luck. That same semester marked the launch of an interdisciplinary course
on law and public policy taught by an all-star team of faculty. From the
Harvard Law School, there was Philip Heymann, who later became U.S.
deputy attorney general; Laurence Tribe, the eminent constitutional scholar;
and Stephen Breyer, who now sits on the U.S. Supreme Court. From Har-
vard's Kennedy School of Government, we had economists Richard
Zeckhauser and Edith Stokey; Howard Raiffa, a towering figure in decision
science; and Thomas Schelling, who later became a Nobel laureate in
economics.
For a full year we students sat back and enjoyed the ride as our
teachers debated how to divide scarce resources, allocate risk, and promote
efficiency. It was in that class that I first learned about game theory, decision
trees, and linear programming. It didn't take a genius to connect the con-
ceptual dots, as many of those analytic tools mapped well to the cases and
exercises in Jim White's negotiation seminar. (Just think of a personal injury
claimant weighing the "bird in the hand" of a settlement offer versus taking
the risk of going to court and either winning more or losing everything.)
My heavily underlined copy of Schelling's Strategy of Conflict (1960) still
sits on my shelf.
And so my career took shape. The following year, I taught negotia-
tion at New England Law in Boston. At the time it was one of only a
handful of schools offering such a course. Now negotiation is a staple in
graduate programs in business, government, law, and planning - in the
United States and many other countries. Over the decades I've taught
several thousand people - undergraduates, students in various profes-
sional programs, and plenty of executives, as well. At this late hour, only
a handful of colleagues in our field have the double-edged honor of
seniority over me. When I departed the MBA classroom for the last time
this spring, every professor junior to me moved one step up the ladder.
What follows is a highly personal account of how my view of nego-
tiation has changed over my career, and with that, the way that I teach it. I'll
describe that evolution here, not to suggest that others should follow my
path, but rather to point out pedagogical challenges I have encountered as
well as various solutions that I've concocted to address them. I will be
pleased, indeed, when others develop better ones.
This is a reflective piece, so the first person pronoun appears often.
I'm reviewing my experience, after all. But more than that, I want to make
clear that I am not attempting a broad overview of pedagogical trends in
our field. Leonard Greenhalgh and Roy Lewicki have done that splendidly in
the preceding piece. Perhaps my musings will prompt fellow teachers of
Negotiation 1.0
Given my training, I gravitated toward a structural approach to teaching
negotiation. My fledgling course began with simple two-party, single-issue,
one-shot situations. From there, I elaborated, first with a multi-issue example
(to illustrate value creation) and then next, a multi-party situation to raise
coalitional issues. Somewhere along the way, I had students do a multi-
round prisoners' dilemma exercise to get at issues of trust, communication,
and reputation in longer-term relationships. Something must have been in
the air, as other teachers similarly found their way to that sequence
-
understandably so because its logic is easy to convey. That framework also
encompasses the core elements of negotiation analysis (parties, interests,
options, and the like). The micro-economic heritage of some of those
categories adds a patina of rigor.
What I didn't realize, though, is how this framework reinforces a
narrow, utilitarian view of the negotiation process. Yes, results certainly
matter. In practice, people negotiate in hopes of producing a better
outcome than whatever they might achieve unilaterally. In our classes,
students are eager to find out how they've done compared to their
peers. And for teachers, quantitative outcomes are easy to tally and
analyze. In contrast, that's decidedly not the case for soft variables such as
the negotiators' assumptions, attitudes, statements, and actions, which can
profoundly shape ultimate outcomes. In class, the drama of seeing
"who did best" (or worst) tends to overshadow other important
aspects of negotiation, including identity, emotions, values, and relation-
ships. To paraphrase Einstein, not everything that counts can be easily
counted.
Len Greenhalgh and Roy Lewicki strike a similar chord in their lead
article. They speak, for example, of over-reliance on stylized exercises that
mimic lab studies involving strangers that "were not designed to replicate
what real people encounter in real dispute situations - complex decisions
that must be made by complex people within an ongoing relationship"
(2015: 468-69, emphasis added).
What and how I taught did evolve incrementally over the years. As
negotiation research bloomed, the readings I assigned were enriched. Later,
after I joined the MIT faculty, I relied more heavily on dense real-world case
studies. I worked with colleagues Lawrence Bacow and Lawrence Susskind
to develop a series of cases documenting emotionally charged, highly politi-
cized, and technically challenging environmental disputes. In class we had
stimulating discussions about regulatory innovation, efficiency, and social
justice. Most of the time, however, I fell back on the standard analytic
Negotiation 2.0
My courses were successful nevertheless, at least as measured by student
ratings. Even so, I had growing doubts about whether I was delivering on
the implicit promise to enhance my students' capacity to negotiate effec-
tively. In 2005, I pulled those concerns together at a conference in France
on "New Trends in Negotiation Teaching" in a keynote talk called "Is
Teaching Negotiation Too Easy, Too Hard, or Both?" (A version of the talk
appeared later in these pages; see Wheeler 2006).
For the "too easy" aspect, I noted the popularity of negotiation and the
luxury of having eager students who come into class already sold on the
relevance of the subject. They know they will negotiate professionally, both
with outside parties and with their own colleagues, and personally when
renting an apartment, buying a car, or dealing with irksome neighbors. As a
bonus, our classes are a lively change of pace. Instead of suffering through
dreary lectures, students get to play games and critique videos. What's fun
for them is fun for us, as well. (Does selling a ten dollar bill for more than
twice its face value ever get old?) The enthusiasm is both gratifying and
seductive. Why mess with an approach that seems to work so well?
Alas, I said in my talk, popularity does not equal value. Teaching people
about negotiation is one thing. Teaching them how to negotiate is quite
another. That's the "too hard" part. In a series of provocative experiments
twelve years ago, Janice Nadler, Leigh Thompson, and Leaf Van Boven
(2003) showed that students often fail to apply what we hope we have
taught them. Take, for example, the use of a contingency clause to create
value - for example, how including a bonus or a penalty, depending on
future performance, can enable an optimistic seller to make a deal with a
more skeptical buyer. The researchers asked subjects to do an exercise that
included that element, and then they debriefed their experience. But when
given a second simulation, with the same latent potential, they were no
more likely to recognize that opportunity than did a control group that had
no training whatsoever.
Concepts that come easily to seasoned negotiators apparently are hard
for newcomers to grasp, especially when it involves borrowing an idea from
one context and applying it to another. But the researchers reported some
consoling finfings. Two other pedagogical methods were more successful.
But do we have a reliable test for distinguishing a tepid yes from a one
that's whole-hearted? Can we speak with conviction about what actionable
steps are more likely to elicit real commitment? I confess that in my many
years of years of using simulations involving long-term relationships, such as
"Discount & Hawkins" (Wheeler 2011a) or "Riggs-Vericomp" (Wheeler
2008). I've never thought of introducing a measure of the durability of
agreement. I'm not sure that a plausible one can be devised for role-playing
exercises in which the fictional promises that students make never actually
have to be fulfilled. Hats off to anybody who can solve this problem, but
for now we are stuck talking about different kinds of yesses rather
than showing students how to identify them in the wilds of a real-life
negotiation.
As Len and Roy's example implies, the heart of the "too hard" challenge
is that so much of negotiation involves fundamental relational skills. Long
before our students enter a classroom, they have been shaped by years of
social experience, positive and otherwise. Their attitudes about themselves
- and about others - strongly influence their behavior. It is folly to ignore
Finally, stay with the same scenario that you sketched in Part 1,
but change two key assumptions. This time you know nothing
about the nature, skills, or intentions of the person with whom
you're about to negotiate; likewise, they know absolutely nothing
about you. In short, each of you is working from an entirely blank
slate. (Naturally, you still know yourself well, given your experi-
ence in this course and the material in your Workbook.) Consider
the following questions:
* What sort of impression will you want to convey to your counterpart?
Refer specifically to your self-assessment diagram (that tracks assertive-
ness and empathy on the horizontal/relational axis with creating and
claiming on the vertical/substantive axis).'
* Ideally, what sort of diagram would you like them to draw of you: would
it be tilted in one or more particular direction(s)? Why (or why not)?
How would such an impression be favorable to you?
* Finally, what specifically will you do during the negotiation to encour-
age your counterpart to develop the impression of you that you
prefer?
I have used versions of this exam for the past half dozen years. Letting
students know long in advance what they will be asked on the final offers
only benefits, with no downside. The sooner they consider my questions,
the more they will learn from the course. In the end, they will analyze their
own experiences and do so in a context that is personally relevant to them.
(A side benefit for me is that when it's time to read a tall stack of exams,
each one is different and most are interesting.)
Recent student papers are the best I've seen in my career. By far.
That's my subjective judgment, of course. Still, I have reason to believe
Negotiation 3.0
My days of teaching a full-semester negotiation course are over. I can't
imagine having had a more fulfilling and stimulating career. I've learned at
least as much from my students as they have from me. Although I've carried
my classroom teaching as far as I can, the fact that I'm moving on does not
mean that I'm moving out. Quite the opposite.
I'm fascinated by the potential of the new instructional media. Earlier
this year, for example, the Teaching Negotiation Research Center at the
Program on Negotiation sponsored a symposium that highlighted new
products from academic institutions and private companies, including
computer-based simulations, tutorials, and course platforms.' I've jumped
on this bandwagon, too. My negotiation blog on the LinkedIn professional
networking site has somehow attracted a large following. I'm producing
short videos on a variety of negotiation topics, which are available free of
charge.' Together with colleagues at the Baker Library at HBS, I'm devel-
oping a multimedia resource that originally was to be based solely on my
book The Art of Negotiation, but has morphed into something bigger and
better that will include the work of others in the school's Negotiation,
Organizations, and Markets unit. What else? I also recently created an app
for mobile phones and tablets that enables users to build a tool kit of best
practices by rating their negotiation experiences.9 A web-based version for
classroom use will be available early in 2016.
I am most excited about the prospect of collaborating with colleagues
to develop an online negotiation course. Not that long ago I was skeptical
about distance learning, especially in our field. How, I wondered, could
high-energy, often intensely personal courses like ours be flattened on a
computer screen seen by solitary students in far-off outposts? Such doubts
seemed to be confirmed by the under-performance of many massive open
online courses (MOOCs) in the last five years. But other educators have
pointed out that merely building pale versions of what we do in the
classroom is the wrong approach. What if instead we took the emergence
of this new technology as an opportunity to start fresh?
One way to begin would be to identify whom we want to teach and
what they need to learn, with both choices subject to revision. Discovering
what we might do better in this environment than in traditional settings
would be an adventure. Maybe some innovative material would migrate
back and invigorate our standard courses. Starting from scratch might even
teach us to look at negotiation in new ways. There is still stimulating work
to do.
NOTES
1. The authors wrote, "Interestingly, negotiators in the observation group showed the largest
increase in performance, but the least ability to articulate the learning principles that helped them
improve, suggesting that they had acquired tacit knowledge that they were unable to articulate"
(Nadler, Thompson, and Van Boven 2003: 529).
2. For a full elaboration of this point of view, see Wheeler (2013a).
3. For example, the particular car we thought we wanted to buy turns out to handle badly. A
potential business partner whose initial reserve made us wary later opens up and becomes
engaging. As we learn in such cases, we adjust accordingly.
4. A copy of the 2015 syllabus is posted at http://www.michaelwheeler.com.
5. For example, what if you leave the bargaining table empty handed? Have you failed?
Not necessarily. The best you could offer might not have matched what your counterpart
could get elsewhere. Then again, perhaps one or both of you overplayed your hand. Maybe you
weren't creative enough or your personalities got in the way. By the same token, if you got a
great deal, were you smart or simply lucky? Your counterpart could have blundered or been
desperate.
6. The self-assessment diagram referred to connects individuals' perceptions of their own
relational and interpersonal skills. It introduces two classic negotiation tensions and creates a
provisional profile of people's particular tendencies. For more details, go to http://negotiation3-
O.com/best-practices/.
7. A sample of providers of different products and services include: Expert Negotiator
(http://www.expertnegotiator.com/); ForClass (http://www.forclass.com/); iDecisionGames
(http://idecisiongames.com/); interactive Game Based Learning (http://www.igbl.co.uk);
Instructure (http://www.instructure.com/); Dispute Resolution Research Center, Kellogg School of
Management (http://www.negotiationexercises.com); Rational Games (http://www.rationalgames
.org/); and zopaf (http://www.zopaf.com/).
8. See the Best Practices section of http://www.michaelwheeler.com.
9. See the Negotiation 360 section of http://www.michaelwheeler.com.
REFERENCES
Cohen, H. 1982. You can negotiate anything: The world's best negotiator tells you how to get
what you want. New York: Bantam Books.
Fisher, R., and W Ury. 1981. Getting to yes: Negotiating agreement without giving in. Boston:
Houghton Mifflin.