Jul 28, 2026 · 24 min · 9 segments
Send us Fan Mail Danny M. Goldberg is a serial entrepreneur, speaker, and author of the leadership book “A Little Bit Asshole.” He is the founder…
Danny M. GoldbergGuest
Alice ShikinaHost
And so I know that you've had a lot, I mean, with all the different entrepreneurial things that you're doing, you do a lot of negotiations and you also wrote a book basically around negotiations.

Why don't you tell us a little bit about that and then we can dive into the topics that you cover in the book.

It's a little provocative title, but it's purposely provocative because I think there's a lot of people, and this relates really well to negotiation skills.

And if you're a people pleaser, you almost lose sight of your own identity because you're only focusing on helping others versus helping yourself.

And if you're a people pleaser, you almost lose your self-confidence as well because you don't even know who you are anymore.

So how that relates to negotiation skills, if you're a people pleaser, you agree to literally everything.

And so our book really focuses on the ability to say no and be comfortable saying no.

Take a step further, comfortable saying no without having to explain it as well.

And then also being able to put boundaries around a situation and letting people know that, hey, you know, Alice, I'm a nice guy, but I don't want to be liked.

And I think people over-focus on that, especially when they set boundaries.

So it's healthy to set boundaries between professionals, loved ones, kids, et cetera, because it helps them grow and it helps you grow as well.

And so I know that you've had a lot, I mean, with all the different entrepreneurial things that you're doing, you do a lot of negotiations and you also wrote a book basically around negotiations.

Why don't you tell us a little bit about that and then we can dive into the topics that you cover in the book.

It's a little provocative title, but it's purposely provocative because I think there's a lot of people, and this relates really well to negotiation skills.

And if you're a people pleaser, you almost lose sight of your own identity because you're only focusing on helping others versus helping yourself.

And if you're a people pleaser, you almost lose your self-confidence as well because you don't even know who you are anymore.

So how that relates to negotiation skills, if you're a people pleaser, you agree to literally everything.

And so our book really focuses on the ability to say no and be comfortable saying no.

Take a step further, comfortable saying no without having to explain it as well.

And then also being able to put boundaries around a situation and letting people know that, hey, you know, Alice, I'm a nice guy, but I don't want to be liked.

And I think people over-focus on that, especially when they set boundaries.

So it's healthy to set boundaries between professionals, loved ones, kids, et cetera, because it helps them grow and it helps you grow as well.
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