Title The Bartering Mindset
Subtitle A Mostly Forgotten Framework for Mastering Your Next Negotiation
Author Brian C. Gunia
ISBN 9781487500962
List price USD 32.95
Price outside India Available on Request
Original price
Binding Hardbound
No of pages 248
Book size 153 x 229 mm
Publishing year 2019
Original publisher University of Toronto Press
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
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“Marshaling decades of evidence, Gunia persuasively shows us that negotiation has neglected the world of bartering as an important alternative perspective. In the process, he offers a set of tools and strategies that can truly make the lessons from negotiation training stick. Importantly, his methodology also provides a playbook for mastering the multi-party, multi-issue negotiations so common in the real world. I would urge negotiators and negotiation scholars alike to take a close look at The Bartering Mindset.”

Roy J. Lewicki, Irving Abramowitz Memorial Professor Emeritus, The Ohio State University


“This book does something highly unusual: it offers insights about negotiation that are both novel and useful. Brian Gunia is an expert on how we can get better at bargaining through bartering, and the studies and stories he shares in this engaging read are well worth your time.”

Adam Grant, New York Times bestselling author of Give and Take, Originals, and Option B with
Sheryl Sandberg


“Brian Gunia has achieved a difficult and very valuable trifecta. He has leavened important insights from behavioral psychology, and relevant frameworks from negotiating theory, with intensely practical problem-solving know-how. The result is an innovative but pragmatic ‘how to’ guide to significantly improve negotiation outcomes.”

David E. Meen, Director Emeritus, McKinsey & Company, Inc.


“In the decades since Getting to Yes, fresh perspectives on negotiation have been exceedingly rare. By combining ideas from bartering and the psychology of money, The Bartering Mindset offers a totally new perspective. It shows, in surprisingly simple language, how to think differently about negotiations in order to negotiate more effectively. The Bartering Mindset is the go-to book for anyone hoping to master their next negotiation.”

Jeanne Brett, DeWitt W. Buchanan Jr Distinguished Professor of Dispute Resolution and Organizations, Kellogg School of Management at Northwestern University


“So true to bartering as I know it! Gunia pulls back the curtain on barter, showing the world how to thrive by thinking in terms of trades. A must-read for anyone who wants to discover the magic of bartering!”

Laurie Sossa, Founder and CEO, Southern Barter Club


We use money to solve our everyday problems, and it generally works well. Despite its economic benefits, however, money has a psychological downside: it trains us to think about negotiations narrow-mindedly, leading us to negotiate badly. Suggesting that we need a non-monetary mindset to negotiate better, Brian C. Gunia shows us how to look outside the monetary economy – to the bartering economies of the past, where people traded what they had for what they needed. Moreover, he argues that because of the economic difficulties associated with bartering, barterers had to use a more sophisticated form of negotiation – a strategic approach that can make us master negotiators today.

This book immerses readers in the assumptions that barterers typically make, collectively referred to as the “bartering mindset,” and then demonstrates how to apply this mindset to modern, monetary negotiations. The Bartering Mindset concludes that our individual, organizational, and social problems fester for a predictable reason: we apply a monetary mindset to our negotiations, leading to suboptimal thinking, counterproductive behaviors, and disappointing outcomes. By offering the bartering mindset as an alternative, this book will help people negotiate better and thrive.



Chapter 1. The Limits of the Monetary Mindset

Chapter 2. The Bartering Mindset

Chapter 3. Step 1: Deeply and Broadly Define Your Needs and Offerings

Chapter 4. Steps 2–3: Map Out the Full Range of Transaction Partners and the Full Range of Their Possible Needs and Offerings

Chapter 5. Step 4: Anticipate the Most Powerful Set of Partnerships across the Market

Chapter 6. Step 5: Cultivate the Most Powerful Set of Partnerships across the Market

Chapter 7. Integrating the Bartering and Monetary Mindsets

Chapter 8. Objections to the Bartering Mindset

Chapter 9. Conclusions and Applications



About the Author:

Brian C. Gunia is Associate Professor at the Carey Business School, Johns Hopkins University.

Target Audience:

People interested in business, economics, negotiators and negotiation scholars.

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