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parties may not have lost the argument, but they lose the 
relationship …) Even positive compromises only result in half-
satisfied needs. 
Win-win
This may not be 
common, but 
working towards it 
often brings out the 
best solution. 
Both parties get as close as possible to what they really want
. 
How can this be achieved? 
It is critical to the 
win-win approach
to discover 
why both parties really want 
something. 
(a) 
They want something because they have not considered any other options. 
(b) They 
can 
get away with having something.
(c) 
They need something in order to 
avoid an outcome they fear
. 
Department B may want the new photocopier because they have never found out how to use all the 
features (which do the same things) on the old photocopier; because they just want to have the same 
equipment as Department A; or because they fear that if they do not have the new photocopier, their 
work will be slower and less professionally presented. 
To get to the heart of what people really need and want
,
 
the important questions in working towards win-
win are: 
(a) 
What do you want this for?
(b) 
What do you think will happen if you don't
 
get it? 
BPP Tutor Toolkit Copy

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PART E: PERSONAL EFFECTIVENESS AND COMMUNICATION IN BUSINESS 
 
454
 
In our photocopier example, Department A says it needs the new photocopier to make colour copies 
(which the old copier does not do), while Department B says it needs the new copier to make clearer 
copies (because the copies on the old machine are a bit blurred). Now there are options to explore. It 
may be that the old copier just needs fixing in order for Department B to get what it really wants. 
Department A will still end up getting the new copier – but Department B has in the process been 
consulted and had its needs met.