A common misconception is that in order to be a tough negotiator one has to be a rude negotiator. Both Mahatma Gandhi & Nelson Mandela are shining examples of how to occupy the moral high ground. One can be tough on the issues whilst treating the people involved with dignity at all times.
The rule of reciprocity states that we will return to others the form of behavior exhibited towards us. It is folly to think that we can run roughshod over other without them resorting to means to reclaim their dignity. Remember that very often victims become aggressors.