Keld Jensen- One of the all-time bestselling books on negotiation is Getting to Yes by Roger Fisher and William Ury.  Millions of people have purchased and read this masterpiece for its tremendous insights and academic perspective on deal-making. Unfortunately, there’s one major problem with this classic title: It didn’t work.

As a negotiation speaker, consultant, author, and educator with more than 20 years of experience, I agree with many of the powerful bargaining strategies in Getting to Yes. At the time of its 1981 publication, it provided groundbreaking ideas on cooperative problem solving and originated the concept of entering negotiations with a BATNA: best alternative to a negotiated agreement.

Yet, no matter how many people read the book with highlighters in hand, it failed to change how we approach deal making.

Read the rest from Jensen's blog at Forbes.com [here].