Newgotiation

1. ONE MILLIONPEOPLE USE IT ALREADY !
www.newgotiation.com

2. Newgotiation is a modern technique applying the latest
cognitive discoveries.
This technique:
Improves the PROBABILITY to close a better deal
Improves the VALUE of a deal by inventing
Improves the PRODUCTIVITY (higher winning ratio) to
close a deal by sharing
Our revolutionary learning process allows participants to
apply 4 easy steps to 10 common elements.
These steps and elements improve deal making by
recognizing and preventing conflict. They improve the
rules and the language of Newgotiation in the context of
collaboration.
Our information technology helps organizational memory and
collective intelligence.
This modern information technology accelerates
Newgotiations.
Newgotiation’s culture and style helps keep organizations do
the following:
A.KEEP EMPLOYEES MOTIVATEDWITH REAL PURPOSE
B.PREVENT CONFLITS
C.IMPROVE CUSTOMER SERVICEAND RELATIONS
D.INSPIREAN ETHICS OF MORAL ELEGANCE
E.IMPROVE PROFITABILITYAND COMPETITIVEADVANTAGE
1
2
3
4
FOR COMPANIES
Newgotiation brings a corporate culture of sharing, which
magnifies and builds sustainable relationships.
Newgotiation is a new paradigm
Newgotiation is a mindset to assess the challenges and
opportunities available to the negotiating parties.
It is a culture of solution oriented collective learning to
cut a better deal
OUT OF 100
NEGOTIATIONS ONLY
6AREWIN/WIN DEALS
Newgotiation uses the newest scientific technique after
years of experimentation and testing in the best university
laboratories of the world.
Learning how to NEWGOTIATEchanges your life and significantly improves
your ability to deliver more meaningful and better deals.
I 1
Credit photo : Wikimedia, Mandela : Kjetil Ree

3. A. WHO
Newgotiation conveys practical tools for executives, public and
private leaders, managers and professionals from all public, private
and non-profit sectors to improve performance and relationships in
this highly competitive and global marketplace.
Our methodological approach to negotiation emphasizes the
physiological conditions in the interaction between different types of
actorswithvariedlevelsofpower.Newgotiationexplorespedagogical
instruments for sales forces, sourcing and project management
consultants, public leaders, alternative dispute resolution for lawyers,
labor conflicts for human resources professionals, stakeholders in
environmental conflicts, and all financial settings. Throughout our
Newgotiation process there are moments of reflection alternating
with moments of action, allowing each participant to craft a path
to a meaningful win/win. Our methodology is all about identifying
potential problems, crafting solutions and structuring value creation
and value distribution based on organizational priorities.
YOU CAN BE
STREET SMART
AND STRONG,BUTWITHOUT
MENTALTOUGHNESSANDTECHNIQUE
YOU CANNOT DEFEAT
A JUDO MASTER:
BECOMEA NEWGOTIATION MASTER
B. SIMULATION CASES
Preparing and building a joint purpose :
Financial Budget Newgotiation
Value creation with interests and options:
Commercial Sales/Sourcing Newgotiation
Power vs cognition :
Price Newgotiation
Relationship, body language, difficult conversation, tactics and
moral elegance:
Labor Newgotiation
Cognition, standard and legal compliance:
Regulatory and Enviromental Newgotiation
Concessions, time, context :
Industrial and Financial Project Public-Private
C. WHY
A student, a worker, a boss, a leader, a stakeholder in public, private
or non-profit settings all need to negotiate and cope with people of
different cultures, personalities, motivations and intentions. This may
be unpleasant and complicated. Newgotiation offers tools to deal
with complications creating new energy to transform and deliver
pleasant results. It fosters trust and relationship for an organizational
competitive advantage never seen before.
I 2
NEGOTIATION ISA PAIN
LET’S NEWGOTIATE
WITH PLEASURE

4. Negotiator is tough and rough,
Newgotiator is kind and gracious
Negotiator is rude and cold,
Newgotiator smiles with moral
elegance
Negotiator imposes with deception
and denial, Newgotiator forges
understanding in good faith
Negotiator wants to win no matter
what,
Newgotiator searches for mutual gains
Negotiator wants to take from others,
Newgotiator shines giving credit where
credit is due
Negotiator looses his temper,
Newgotiator controls his words and
emotions
Negotiator manipulates and hides,
Newgotiator is transparent and fair
Negotiator is a warrior,
Newgotiator is a peace maker
Negotiator thinks short term,
Newgotiator thinks long term
Negotiator thinks leaderships means
authority,
Newgotiator thinks leadership is
empowering others
Negotiator thinks life is about receiving,
Newgotiator thinks life is about sharing
Negotiator thinks the other is useless,
Newgotiator thinks the other is an
opportunity
Negotiator bluffs,
Newgotiator is sincere and frank
Negotiator hesitates,
Newgotiator is intuitive
Negotiator believes being smart is to
match his target no matter what,
Newgotiator believes being smart is
all about matching a context with a
decision
Negotiator stereotypes,
Newgotiator is multi cultural
Negotiator puts you down,
Newgotiator elevates you
Negotiator stimulates bad mood
Newgotiator stimulates good mood
Based on the 4-10-10 Newgotiation technique which allows our
practitioners to apply 4 simple steps to 10 elements and evaluate
implementation with 10 indicators, we create a process
that is common to all.
Our 4-10-10 Newgotiation technique is a unified dialect, which helps
organizations to speak the same language of Newgotiation.
Armed with the same lexicon of ingredients
everyone can be a good Newgotiator.
Negotiator is not reliable,
Newgotiator makes commitments and
keeps them
Negotiator is fake and rigid,
Newgotiator is real and graceful
Negotiator likes war,
Newgotiator likes Peace
Negotiator talks too much,
Newgotiator empatheticaly listens
Negotiator uses persuasion tactics
Newgotiator uses the art and science
of relationships
Negotiator spoils relationship in the
long term,
Newgotiator improves relationships
Negotiator looses friends and
colleagues,
Newgotiator makes lasting friendships
Negotiator separates,
Newgotiator unites
TO BE OR NOTTO BE
A NEWGOTIATOR?THERE IS NO CHOICE.We spend 80% of our life negotiating for something.
I 3
OUR
REVOLUTIONARY
PROCESSCONCEPTS OF NEWGOTIATION

5. PROTECTYOUR BRAND
DEALWITH DIFFICULT PEOPLE
BUILDA REPUTATION OF MUTUAL RESPECT
BECOME INTEGRATEDAND RESPECTED INYOUR COMMUNITY
IMPLEMENT LONGTERM IMPROVEMENTS
MAKE FAIR DECISIONS
REACHAGREEMENT
BE CREATIVE IN DISCOVERING
PREPARETHE NEGOTIATIONTABLE STRUCTURE
WITH DISCIPLINEAND GOOD ORGANIZATION
PREVENTAND RESOLVE CONFLICTWITH POSITIVE EMOTIONS
AND MORAL ELEGANCE
MANAGETIME BETTER
ORGANIZE DATA SHARING
RESULTS
NEWGOTIATION
ISA PROCESSTHAT CAN BETAUGHT
ATTHE END OF OURTRAINING
YOUARE READY
TO
NEWGOTIATE
I 4
THE SHIFT FROM HARD POWERTO SMART COGNITIVE POWER ENCOURAGES PEOPLE
TO MAKE RATIONALAND COLLABORATIVE DECISIONS
RESULTSYOUCANEXPECT

6. I 5
PART
OF COURSEWARE
Building a purpose for Newgotiation
Newgotiation style, metabolism and chemistry
The technique to drive Newgotiations : 4-10-10
The Newgotiation as a step by step process
10 universal elements of any Newgotiation
The 10 forms of Newgotiation
The 10 lndicators of Newgotiation and assesment
Joint search data to reduce gap of perception
lntelligence and search for missing additional information to
predict surprises
Games of power persuasion, influence and old tricks
Neuroscience and biology applied to Newgotiation
Management of crisis with difficult conversations
Instrument breaking impasse
Bringing neutrality with fair criteria / standards
How to deal with uncertainly in contracting
PURCHASES
AND SALES MANAGEMENT
Rationality and the irrational escalation
Mapping the critical processes and points of tension
in commercial negotiation
Evaluating the results of a negotiation
Who, how and when to negotiate
Extending the value propositions
Discuss the concept of anchoring
Price targets versus price limits
Performing concessions
Stress management in the negotiation process
Match a context with decision
Take decision into action
CONSTRUCTIONAND
CONSOLIDATION
How to define a value proposition that meets the needs and desires of the client.
How to work on aspects of risk aversion and loss aversion to convince your client.
Customize and surprise the client.

7. Mapping stakeholders during the process of creation.
Mapping and mediating conflicts, including how human beings
behave and react in the face of difficult negotiations and facilitate
the coordination of group decision-making.
Mapping power and interest based consensus building as an
important instrument for dealing with the public and facilitate
collective negotiations.
Preventive and restorative solutions
Brainstorming session creation
Friendly frankness to increase productivity
Internal mediation techniques to facilitate intra and inter
collaboration departemental
Leading meetings to accelerate meetings
Acting as a facilitator for converging the different perceptions
Online meetings
First minute and first meeting
Where to negotiate : Build atmosphere
Process for creation of consensus building with
multiple participants
DEALINGWITH
HUMAN NATURE
Dealing with perception, emotion and explanation
Presentation of the array of complex negotiations
for trade agreements
How to handle difficult conversations with administrative
workers’ wisdom
Analyze the different sources of power
How to influence and persuade without pushing
Working with destructive emotions, biology, psychology,
neuroscience
How to deal with rude, agressive, stubborn negotiatiors
Avoid clashes and deal with crisis
Wisdom of newgotiators
BUSINESS NEWGOTIATION
AND CONFLICT RESOLUTION
New team management style
New motivation management solutions
Management of difficult conversations to facilitate agreements
Time pressure and how to deal with it
Newgotiating under pressure
Managing tensions in negotiations
Newgotiating with different cultures
Man-Woman Newgotiation
Simultaneous strategies for competition and cooperation among
multiple actors
Coordination of group dynamics and multidisciplinary
decision-making : avoid errors and reengineering
Creation of parallel trading forums
Strategic alliances and building coalitions
Persuade with new eloquence
I 6

8. Yann DUZERT
is the Creator of
NEWGOTIATION
Yann obtained his Ph.D. in risk, information and
decision management from Ecole Normale Supérieure,
Paris, France.
He completed his postdoctoral fellowship at the
Massachusetts Institute of Technology (MIT)-Harvard
University Public Disputes Program. Harvard Law
School.
Along with his colleagues from MIT, Harvard, Stanford,
University of Southern California (USC), Ecole
Spéciale de Commerce at d’Industrie (ESCP Europe),
Ecole Supérieure des Sciences Economiques et
Commerciales (ESSEC) and Fundação Getulio Vargas
(FGV), Yann has been advancing the art and science of
negotiation for more than two decades.
THE COACHYann Duzert is considered one of the top
100 speakers in Brazil
by Palestrantes.org and the best speaker
in the topic of negotiation, speaks
9 languages and for the past
12 years teaches all around the world
with his 130 strong network of
coaches in more
than 40 countries
I 7

9. PUBLISHED BOOKS
Duzert Y. La dynamique de métamédiation dans la gestion
cognitive de système d’information en réseau. Ed ENS. (2000)
Duzert Y. org. (2007), Manual de Negociação complexas. Editora
FGV.
Susskind L., Cruickshank J., Duzert Y. (2008), Quando a Maioria
Não Basta. Editora FGV.
Lempereur A., J. & Duzert Y. Sebenius (2009), Manual de
Negociação complexas. Editora FGV.
Lempereur A., Colson A., Duzert Y. (2009), Metodo de
Negociação. Atlas Press.
Duzert Y., Spinola A.T (2009). Negotiation to technologist. FGV
0nline.
Susskind L., Lempereur A., Duzert Y. (2009), Faciliter la
concertation. Editions Eyrolles.
Duzert Y., AT & Spinola A. Brandao (2010), Negociação
empresarial. Editora Saraiva.
K. Arrow, R. Mnookin, L. Ross, A. Tversky, R. Wislon. Y. Duzert
(2010). Barreiras para resolução de conflitos. Editora Saraiva/
GV Law.
Duzert Y., T A. Spinola, Lustosa F. (2010). Apprentice Legal:
Public Administration. Roberto Marinho Foundation and
Foundation Getulio Vargas.
Duzert Y., Stoekich I., Man D. (2014), Negociação internacional.
Editora FGV.
Cavalcanti B., Duzert Y., Marques E., (2014), «Guerreiro Ramos».
Editora FGV/USC
Duzert Y. (2014), Newgotiation. Newgotiation Publishing.
Duzert Y, Zerunyan F. (2015), Newgotiation public leaders.
Newgotiation Publishing.
PUBLICATIONS
AND INTERVIEWS
Le Monde, Financial Times, Value, Gazeta Mercantil, Paradiso FM,
Jornal do Comércio, with Amaury TV Network Jr, Jornal do Brazil,
Journal Ouest France, Jo Program, Revue Parlementaire, Nihon
Keizai Shimbun, Folha de São Paulo, View, TV Band, Odia Journal,
CCTV China, Estade de São Paulo, Folhe
de São Paulo, Isto É-Veja, The Economic Time,
TV Globo and NHK News.
LECTURES / CONFERENCES /
SPEAKING ENGAGEMENTS /
PRESENTATIONS
USC, TEC Monterrey, Thunderbird, AmBev, Gerdau, Petrobras,
Peugeot, FlRJAN, Veolia, HSM Expo Management, lnpare,Lactec,
Chamber of Commerce and lndustry France Brazil, Cornell
University, China Tonji University, University of Southern California,
Naval School, President of the French Senate, the Presidency 0MC,
EU-Mercosur Trade Negotiation ltamaraty / EU Trade Commission,
Presidency of the Republic of Brazil, Embassy of France, Brazilian
Congress, lnternational Biennal of Negotiation, lNCRA, TCU, Korea
developpment lnstitute School of Public Policies and Management,
State University of Rio de Janeiro, Chamber India -Brasil, Chamber
of Commerce of Mumbai, Harvard Project Quincy Jones, Calvin
Klein in Brazil, Goianésia City, University of Mumbai, lSCTE Lisbon,
ESC Rennes, ESC Nantes, ESSEC, Université Sorbonne, the State
of Acre, ENS Cachan, MEC-UNESC0, ENGEMA, Enanpad, LNPL,
Embraer, EMARJ, EMERJ, Program on Negotiation at Harvard,
Sciences Po.
THE COACHAND HISTEAM
I 8
Director, officer, consultant,
lecturer or coach in the
following multinational
organizations
Alphaville, Algar, Electrobras, Vale, Localiza, Air France, Pfizer-
Pharmacia, Banco do Brazil, Hewlett Packard, White Martins,
Embraer, Petrobras, FGV Projects, FGV EBAPE, GV Law, Law
FGV Rio, Elite, Seoul Broadcasting Systems, Penn Foster, Axicom
Callback, GEAP, Goal group, Roberto Marinho Foundation,
Monsanto, Presidency of the Republic, Pinheiro Neto Advogados,
Machado Meyer Advogados, EU-Mercosur Trade Negotiation EU
Trade Commission / ltamaraty, World Bank, lnternational Finance
Corporation, Sanofi Aventis, the War College, Quincy Jones
Productions, Viva Rio 0NG, CDl 0NG, Veolia Environnement, the
Central Bank of Brazil, Ministry of Foreign Trade, Wicks Group,
PocketSmith, Promon Chemtec Siemens, Defense Ministry,
ESCPEurope, Université Paris Dauphine, Oderbrecht, Camargo
Correia, Correios, Senai, Sebrae, Siemens, Ministry of Economics,
Planning Ministry, Bradesco, Abrilgroup, Sabesp, Brazil Food.

10. FRANK
ZERUNYANNEWGOTIATION PUBLIC SECTOR
Professor, Lawyer, Director, Consultant,
Coach, Board Member, Gubernatorial
Appointee, Mayor and City Council Member
PROFESSIONAL BIOGRAPHY
Frank is a Professor of the Practice of Governance at the University
of Southern California Sol Price School of Public Policy and
Director of Executive Education at USC Price Bedrosian Center on
Governance. His key areas of expertise include Local Governments,
Public Private Partnerships, Civic Leadership, Land Use, Regulation
and Executive Education. He teaches graduate courses on
Intersectoral Leadership, Business and Public Policy, Negotiation as
well as International Laboratory. He also lectures locally and globally
to build capacity and foster leadership among public executives
worldwide as part of the United Nations and USC Price Networks.
Frank is a two-term Mayor and still serving Councilmember in the
City of Rolling Hills Estates, California. In his role as a public official,
after serving as Chair of the Planning Commission in Rolling Hills
Estates, California, Frank was elected to the City Council in 2003
and re-elected in 2007 and 2011.
Frank’s public service on various local government policy committees
extends statewide with the California League of Cities, California
Contract Cities Association and Southern California Association of
Governments. In 2008, Frank was elected and assumed a leadership
role as the 49th President of California Contracts Cities Association,
the second largest municipal organization in the state of California
with approximately 70 member cities and 7 million residents.
As a gubernatorial appointee under Governor Schwarzenegger,
Frank was a state regulator serving 38 million medical consumers
of California on the Medical Board in the Department of Consumer
Affairs.
As a lawyer he is licensed to practice law in California, District of
Columbia (inactive), Courts of International Trade, Federal Courts
in the 9th Circuit and the Supreme Court of the United States of
America.
LECTURES / CONFERENCES / SPEAKING
ENGAGEMENTS / PRESENTATIONS
Association of City Attorneys of Los Angeles, Los Angeles,
California; National Organization of Telecommunication Officers
and Advisors (“NATOA”), Denver, Colorado; Armenian Bar
Association Conferences, Santa Monica, California, Philadelphia,
Pennsylvania; Los Angeles County Bar Association, Los Angeles,
California; Armenian National Committee of America, Washington
DC, County Counsel’s Association of California, Siskiyou Lake,
California; California Contract Cities Association, Indian Wells,
California; California League of Cities, San Diego, California;
Armenian Professional Society, Beverly Hills, California; Lions Club,
Rotary International, Kiwanis Club, Council of PTAs, PVP Chamber
of Commerce, Rolling Hills Estates, California; California State
Bar Conference, San Diego, California; Yan’s Club, Paris, France;
American University of Armenia, Yerevan, Armenia; IMN’s California
Municipal Finance Conference, San Francisco, California; Coalition
for Adequate School Housing (CASH), Sacramento, California;
Conference and Infrastructure West Finance Forum and National
Council for Public Private Partnerships, Redondo Beach, California;
SANBAG Annual Conference, Ontario, California; Fundação
Getulio Vargas, Rio De Janeiro, Brazil; Labor Ministry of Saudi
Arabia, Riyadh, Saudi Arabia; United Nations Division of Public
Administration and Development Management and Department of
Economic and Social Affairs, New York, New York; United Nations
Division of Public Administration and Development Management
Committee of Experts on Public Administration, New York, New
York; United Nations Public Service Forum, The Kingdom of Bahrain;
National Association of Regional Councils, Santa Monica, California;
United Nations High Level Workshop, Addis Ababa, Ethiopia;
United Nations Division of Public Administration and Development
Management Committee of Experts on Public Administration, New
York, New York; and United Nations Public Service Forum, Seoul,
Korea; United Nations High Level Workshop, Yerevan, Armenia.
EDUCATION
Doctor of Jurisprudence.
Western State University College of Law.
Bachelor of Arts
California State University Long Beach
Advanced Academic Certificates:
Corporate Taxation
University of Southern California Law Center
Leadership
California League of Cities Leadership Institute
PUBLICATIONS
Duzert, Yann and Zerunyan, Frank.
Newgotiation for Public Leaders. 2015
Zerunyan, Frank and Pirnejad, Peter. From Contract Cities to Mass
Collaborative Governance. 2014
Zerunyan, Frank and Meyers, Steven. The Use of Public Private
Partnerships for Special Districts and all Levels of Governments.
2010.
AWARDSAND HONORS
Who’s Who in America
Who’s Who in American Law
The Legal Network
Top Lawyers in California
Los Angeles Magazine Southern California Super Lawyers
Martindale-Hubbell Peer Review Distinguished
Special Recognition by:
United States Congress
California League of Cities
California Contract Cities
City of Los Angeles
California State Assembly
Los Angeles County Sheriff
Los Angeles County Assessor
Los Angeles County Board of Supervisors
I 9

11. TESTIMONIALS
“The Newgotiation technique has contributed to enhanging
significatively the probability to make a deal also with more value
and better productivity”
Ricardo Piquet.
President of Fundação Vale. Director of Social Responsibility at Vale.
President of IDG.
“Excellent professor with very good technique”.
Jorge Barros.
Vice President of Siemens.
“Very good personal and corporate learning”.
André Luiz Fontzen.
“Excellent course, well conducted”.
Claudia Requia da Silva
“Professor qualified, with a lot of experience, you can learn a lot
with his life experience and wisdom”.
Cleber André Giacomelli.
“Newgotiation is a discipline”.
Cristiane de Col
“Very good course, with a skilled coach very capable and great
mastery of the topics. I recommend the course without a doubt”.
Eduardo Cervalin
“Very good”.
Elcio Sidinei Lucas
“Very interesting because of the background of the instructor
and with the many cases he used as examples. Very good for the
possibility of self assessment and self analysis in different contexts
of negotiation”.
Estevão Luis Tonioli
“Very good, new methods and new mindset with bring a lot of
value”.
Evandro Rossato.
“This is a course to become great negotiators and it is very useful”.
Fabio Casagrande.
“I believed from the course program that it would be extremely
stimulating and clarifying, and it is exactly what has happened”.
Fernando Rodrigues.
“Very good professor, various dynamics and pedagogic tools which
provide a better understanding of the discipline”.
Gabriela Maschio
“Very complete content pertinent both for a corporate level as well
for interpersonal level. I am grateful for having had this opportunity
to do the course!”.
Geovana Meneguzzo
“The training was very good, the level of knowledge and the way
he conducted it with the trainees was very good. Clear examples
and cases, practical to help change the corporal language and
behavior during a negotiation”.
Graziela Pimentel
“Optimal!”.
Igor Rossi
“Perfect”.
Ismael Brescovit
“Very good, newgotiating is a discipline and preparation.
It matched all my expectation”.
Joice Kunz
“Excellent course and excellent professor”.
Karina Silveira.
“The professor brought a lot of quality to the course, because
he made it possible to attend all the professional present in the
classroom”.
Karine de Bacco Geremia.
“A fantastic training with a innovative method”.
Lucas Pelenz
“Very good, practical examples always bring a lot of value”.
Mariana Tonon
“Excellent, Newgotiation presents in a succinct and up to date
form to negotiate, make you think out of the box, broadens the
spectrum of the negotiator”.
Marlon Sperling
“Course with an excellent didactic and excellent examples.
Smart and very motivating instructor”.
Melissa Berti
“Brilliant!”.
Moises Neser
“O curso foi de grande valia. O professor é extremamente
capacitado e possui uma excelente didática”.
Pablo Vizzotto Ribeiro
“Excellent and modern systemic vision applied to the content
of negotiation”.
Rafael Rech
“Excellent, intense and objective”.
Rafael Reis
“I adored the training”.
Rosangela Tordiani
“Interesting with the inclusion of diverse modern knowledge”.
Shirley Zimmermann
“Brings a lot value”.
Vanderlei José Ramero
“Excellent because the material available brings value to the trainee
and better potential to be competitive on the market”.
Vanessa Oliveira Pigatto
I 10

12. ALL RIGHTS RESERVED TO
Newgotiation SOLUTIONS INC
1001 BRICKELL BAY DRIVE 9TH FLOOR
MIAMI, FL 33131
THE BOOK
ALL PARTICIPANTS RECEIVETHE BOOK ON
‘‘NEWGOTIATION’’ UPON COMPLETION
OFTHETRAINING
I 11