International Negotiations

Extension activity

Write the Yale 12 words (see commentary on page 73) on the board. Trainees work in 

pairs to discuss why these particular words are so powerful, and whether their power 

can be used in negotiations as well as in advertising. After a few minutes, open up the 

discussion to include the whole class.

2 

Make sure trainees know that Kevin Hogan was not talking about a seven-word sentence, 

but seven words that can be used separately. After a few minutes, open up the discussion to 

include the whole class. Then tell trainees to read the commentary on page 73 to compare 

it with their ideas. You could also discuss with the class why the list of powerful words from 

advertising is different from the list of powerful words and phrases for negotiations. Note that 

the list of words for negotiations is more open-ended, perhaps because each negotiation has 

to be tailored to the situation.