The Power of Thoughtful Negotiation
By: Donna Budica & George Karalexis
Negotiation is often treated like a game where one side wins, and the other loses. But the reality is, the best deals aren’t about beating the other side—they’re about making sure both parties can actually work together. A contract isn’t just a piece of paper; it’s the foundation of a long-term relationship. And if one side walks away feeling like they got the short end of the stick, that relationship is already off to a bad start.
In the entertainment industry, where creativity and commerce collide, negotiations can be especially complex. Over the past two decades, I’ve sat on every side of the table—first as an artist signed to a major label, then as a manager, an event promoter, the co-owner of an indie label, and now as the head of a content distribution company. Through it all, one truth has been clear: real success isn’t just about getting the best terms — it’s about making sure the deal actually works.
Negotiation Isn’t About Winning, It’s About Alignment
Too often, people—whether lawyers, managers, agents, or executives—approach deals with a defensive posture. They focus on what could go wrong, how to maximize leverage, and ways to minimize risk. While those are important factors, an overly cautious approach can kill opportunity before it even starts. The best negotiators understand that risk and reward go hand in hand.
A common mistake is treating negotiation as a zero-sum game. If one party pushes too hard for control, money, or creative rights, the other side will resist—leading to delays, friction, or even a dead deal. The most effective negotiators advocate for their interests while leaving space for flexibility, collaboration, and long-term growth.
A Deal Is Just the Beginning
A contract isn’t the finish line—it’s the starting point of a working relationship. If the deal process creates tension, frustration, or a lack of trust, that’s going to spill over into everything that comes next. The best deals aren’t just fair on paper — they make both sides excited to work together.
That means thinking beyond just the legal and financial terms. Will this deal actually work in practice? Does it give both sides what they need to be successful? Are there clear paths to resolve issues if they come up? These are the questions that matter because they determine whether a deal leads to long-term growth or long-term headaches.
The Best Deals Work for Everyone
At the end of the day, the best negotiators aren’t just looking to “win” a deal — they’re looking to build something that lasts. They understand that a deal is only as strong as the relationship it creates. By focusing on alignment instead of just leverage, they create deals that aren’t just signed but actually work.
A deal that never happens—or one that falls apart—isn’t a good deal for anyone.
