How much of negotiation do you think is understanding yourself versus understanding the other person?

It's really both.

And you have to understand both really well.

What's important to you and what's important to them.

And you really have to step into their shoes and just say, hey, if I'm Jake, what are my concerns? And if you're selling, you have a great software product, right? Your software buyer is thinking about, OK, what if I put this in and it doesn't work? That's corporate egg on my face or something like that or pretty bad.

Right.

So you want to minimize what we always talk about, that companies don't buy price and people don't buy price, they buy risk.

Right.