The first half is a negotiating tutorial complete with checklists and worksheets. It details on how-to engage, prepare, select a leader, build a support team, identify roles, set communication guidelines, instruct meeting behavior, read the other side, and determine the best strategies (compete | collaborate | compromise) using a three-act negotiating structure.

The second half of the book is the author's twenty-five best and worst negotiating experiences with his insightful lessons learned with Walmart, Amazon, Target, NFL, NBA, NHL, PBS, National Geographic, BBC, Netflix, Warner Bros., Disney, Universal, Fox, Paramount, Sony, Lionsgate, Tiger Woods, Oprah Winfrey, and Martha Stewart.