Negotiation is a vital skill for success in various contexts, from internal corporate discussions to external dealings with clients and suppliers. It is a daily activity for everyone: executives, employees, buyers, sellers, and more. Mastery in negotiation is essential for achieving goals and building lasting relationships. Negotiation is not just about presenting arguments or making demands; it requires careful preparation and an understanding of the dynamics at play. This book introduces the "Bridge of Success" metaphor to illustrate the complexity and necessity of effective negotiation. Negotiation involves several key steps, including preparation, planning, concession, and closing. Beyond these steps, successful negotiation relies on crucial behaviors and attitudes: listening, empathy, flexibility, and collaboration. Constructing a successful negotiation is akin to building a physical bridge, which requires various elements and tasks. Key factors in this process include integrity, courage, enthusiasm, empathy, openness, creativity, flexibility, patience, trust, and communication. The three ITY pillars—IntegrITY, CreativITY, and FlexibilITY—serve as the foundation for effective negotiation. These pillars ensure a solid framework, adaptable to different situations, and are essential for a successful negotiation outcome.