Most people undervalue the impact of behavioural styles on a negotiation. Many negotiators use the same approach in every negotiation and are surprised when they do not obtain consistent results. But an approach that works well for one counterpart’s negotiating style can actually create a deadlock with a counterpart who has an different style. Everyone is dissimilar and every negotiation is different. People, who understand these differences and change their approach to negotiations, practice what we call "The Platinum Rule of Negotiation," which is "Do unto others as they want to be done unto." In other words, successful negotiators tailor their approach to the behavioural style and needs of their counterparts.