Co-create deals using ‘What would it take?’ to spark creativity
Two startups were arguing over a shared office space. One wanted the bright front suite; the other needed a quiet back room. Tempers flared until their advisor asked the Magic Question: “What would it take for each of you to be happy here?” Silence. Then the first CEO said, “I’d stay if the boardroom were soundproofed.” The second added, “I’d move if the rent dropped by 10%. Can we balance the cost of the panels against the rent savings?” Within hours they’d negotiated a package: the front suite plus panels in exchange for a small reduction. Six months later they merged into one company.
Ask “What would it take?” and you’ll unearth solutions you never imagined. It opens a joint-problem-solving mindset, steering both sides away from win-lose battles. You’ll hear precisely what your counterpart values and where real flexibility exists. In field sales, this one question boosts close rates by up to 30%. HR studies confirm that employees asked “What would it take?” stay twice as long because they jointly crafted their ideal role.
Even if the first answers seem impossible, pushing for creative alternatives pays off. You’ll turn a standstill into a brainstorming session, and you’ll leave with a bigger pie—more value than you started with. That’s how collaborative negotiations turn awkward conflicts into lasting partnerships.
Next time you face resistance or a flat-out no, lean in and ask, “What would it take for us to get over this hurdle?” Keep quiet and take notes. As they describe ideal solutions, you’ll discover new trade routes around the objections, and you can layer in your own ideas until you reach a package everyone owns. This collaborative spark can change every negotiation into a value-creation session.
What You'll Achieve
You’ll transform adversarial talks into co-creative dialogues, uncovering solutions that honor both sides’ needs. Externally you’ll land more deals; internally you’ll feel far more confident negotiating.
Co-design solutions that scale
Start with why not
Ask yourself, “What barriers kill this deal?” Then share them upfront: “I know budget’s tight—how could we work within it?”
Invite their ideas
Pose the Magic Question: “What would it take for us to make this happen?” Let them pitch solutions. You’ll learn their real priorities.
Trade up contextually
Offer options of equivalent value—small/medium/large packages—so they can choose the right fit and feel in control.
Reflection Questions
- What stuck-point negotiation could benefit from a fresh ‘What would it take?’ brainstorm?
- When did you last avoid a conversation instead of exploring barriers?
- How might your relationships shift if you routinely co-designed solutions?
Personalization Tips
- A grant writer asks funders, “What would it take to get an extension so we can add community interviews?”
- A graphic designer asks a client, “What would it take to make this brand overhaul a success on your launch date?”
- A friend negotiates a group trip by asking, “What would it take to rent one van instead of three cars?”
Influence Is Your Superpower: The Science of Winning Hearts, Sparking Change, and Making Good Things Happen
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