Creating Value. By adding complementary parties or issues to the negotiating process, 3-D negotiators can not only claim value for themselves but also create more value for all parties involved. In Coopetition, their influential book on business strategy, Adam Brandenburger and Barry Nalebuff explored the con-cept of the value net, or the collection of players whose potential combination and agreement can create value. 3-D negotiators often facilitate in the development of such
value nets. They scan beyond their specific transactions for compatible players with complementary capabilities or valuations, and they craft agreements that profitably incorporate these players.