Often, we are not aware how competitive we can be during negotiation episodes, and it is imperative that we allow ourselves time to reflect on these natural tendencies of ours to pursue power and gains. Doing so will allow us to avoid falling into the trap of using ethically ambiguous tactics in our pursuit to win. Tightly coupled with this noting of wanting to win are the most common excuses we give for justifying our use of unethical tactics, which we turn our attention to next.