"Neglecting the other side's problem" is one of the 6 habits of effective negotiations. Briefly explain with appropriate examples and at least one references. 

Neglecting the other side´s problem

You cannot negotiate effectively unless you understand your own interests and your own no-deal options.So far, so good-but there is much more to it than that.

Since the other side will say yes for its reason, not yours, agreement requires understanding and addressing your counterpart´s problem as a means to solving your own.At a minimum you need to understand the problem from the other side´s perspective.

Example;

• consider a technology company, whose board of directors pressed hard to develop a hot new product shortly after it went public.The company had developed a technology for detecting leaks in underground gas tanks that was both cheaper and 100 times more accurate than existing technologies at a time when the Environment protection agency was persuading Congress that these tanks be continuously be tested.EPA permitted leaks of up to 1500 gallons, while this new technology detected 8 ounce leaks.Fearing the device would spawn regulatory trouble, potential customers said,`No deal´.