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I was prepared to hate this book and lump it in with the whole useless self-help genre (which begs the question why I keep reading those books), but I actually learned a lot. The book is basically a behavioral psychology approach to negotiations. I was taught all the BATNA and rational negotiations strategies in law school, but all those assumptions were based on rationality and lack of feelings. But we now understand that we are more prone to emotional decision making (system 1 or the elephant) as opposed to cool headed reasoned thinking (system 2 and the rider). So this book helps you negotiate (or maybe manipulate?) with our emotional reptilian brains. And to watch out for your own fallacies as well.