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Don't Feed the Bears: The Blueprint For Negotiating Successful Partnerships
by Mark Brigman, Ph.D. & Mike Milich
Published: 2026
Recommended by Books of the Channel
Categories: partnerships, leadership
Why should you read it?
Because most negotiation frameworks were not designed for partnerships. This book challenges the traditional "win the deal" mindset and replaces it with an approach built for long-term, trust-based relationships. If you work in partnerships, alliances, or ecosystems, it helps you rethink how negotiation impacts not just a single outcome, but the future of the relationship. It's especially relevant if you've ever felt that traditional tactics work in theory, but fall short in real, ongoing partner dynamics.
What is the book about?
The book introduces a negotiation model built for what the authors call "infinite interactions," where every negotiation is part of an ongoing relationship rather than a standalone event. It critiques widely used frameworks designed for one-time, transactional scenarios and explains why they often fail in collaborative environments. In their place, it offers a structured approach (the 4 Phases) focused on building trust, aligning incentives, managing information, and creating long-term value across multiple engagements and touchpoints.
Best takeaway
Good negotiations don't maximize the outcome of a single deal. They strengthen the relationship so it can generate value over time. In partnership contexts, the real objective is not to win once, but to create a foundation for repeated success across future deals, renewals, and joint growth.
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