Need help with a negotiation? Text us and we'll feature your question on the show.

Most people think negotiation is about tactics, pressure, or getting the last word. It’s not.

In this episode, we unpack the hidden rules that actually determine who wins deals and who quietly leaves value on the table. From pricing with confidence and handling procurement pressure to navigating tough conversations, stalled deals, and difficult personalities, this is a practical guide for founders and leaders who negotiate every day, whether they realize it or not.

If you’re building a business, leading a team, or making high-stakes decisions, this conversation will change how you think about negotiation—and how you show up in it.

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Most people think negotiation starts when the offer hits the table. In reality, it starts long before that and the highest performers understand how to build leverage, shape perception, and position their value well ahead of the final conversation.

In this episode, John sits down with executive negotiation advisor Jacob Warwick, who has helped senior leaders negotiate compensation packages against some of the largest companies in the world. Drawing from years of experience working with Fortune 500 and C-level executives, Jacob breaks down what actually drives successful negotiations and why so many talented professionals leave money (and opportunity) on the table.

They explore how to move beyond salary benchmarks and focus on value creation, why negotiating for yourself is fundamentally different than negotiating for a company, and how timing, positioning, and communication can dramatically shift outcomes. Jacob also shares practical strategies you can apply immediately, from handling early compensation questions to creating leverage, slowing down the process, and navigating high-stakes conversations with confidence.

Whether you’re negotiating your first offer or a senior executive contract, this conversation will challenge how you think about negotiation and give you a clearer path to getting what you’re truly worth.

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Need help with a negotiation? Text us and we'll feature your question on the show.

What really determines who wins a negotiation?

In this episode of Negotiation Made Simple, John Lowry sits down with veteran talent agent Blake McDaniel, who has spent decades negotiating deals for some of the biggest names in entertainment, including Alabama, Run-DMC, and many others. Through years of high-stakes dealmaking, Blake discovered that great negotiations aren’t just about persuasion or tactics—they’re about leverage.

Blake shares the simple but powerful framework he learned early in his career called TICO: Time, Information, Communication, Confidence, and Options. These five elements determine who truly holds the advantage in any negotiation—from major entertainment contracts to everyday business decisions.

Along the way, Blake offers behind-the-scenes stories from the music industry, lessons from mentors at Creative Artists Agency, and practical strategies for building leverage before a negotiation even begins. You’ll learn why patience can be your greatest asset, how silence can reveal critical information, and why having real options may be the most powerful negotiating tool of all.

Whether you’re negotiating deals, leading teams, or simply trying to get better outcomes in everyday conversations, this episode provides a clear framework you can use immediately.

Key Takeaway:
If you want better deals, don’t focus only on tactics. Focus on building leverage.

Get My Book: Negotiation Made Simple
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