MAGGIE THATCHER:

“Consensus: “The process of abandoning all beliefs, principles, values, and policies in search of something in which no one believes, but to which no one objects; the process of avoiding the very issues that have to be solved, merely because you cannot get agreement on the way ahead. What great cause would have been fought and won under the banner: ‘I stand for consensus?”

The quote above neatly encapsulates why in negotiation, “Win-Win” mostly ends up being Lose-Lose.  Compromise is not always the answer.  As the great negotiation coach, Jim Camp, says, sometimes you have to start with “No”.