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I’ve reached the point in the growth of my business where it’s time to review � and in most cases raise � my rates. Whenever this happens there can be pushback on the new rates, potential clients trying to wheedle down my ask to the very lowest price possible. I get it, there’s only so much money to go around, and I can’t blame people for wanting to get the very most for their spend.

In the past, it was a fairly common response for me to suggest splitting the difference. But after reading Never Split the Difference, that’s not going to happen again.

The author explains that in his business (hostage negotiations), splitting the difference means that someone (or someones) die. That’s not an acceptable outcome. In the book, he lays out step-by-step scenarios on how to incorporate winning negotiations into everyday life.