From 'Start With No' by Jim Camp: Win-Win Will Get You Killed. How often over the past couple of decades have we read or heard the phrase 'win-win'? Thousands, I guess. Enough, I know. The term has become a cliché in our culture, the only acceptable paradigm for personal interaction of any sort. It all sounds so good, what stick-in-the-mud could possibly disagree that win-win is the model to use in negotiation? Well, I disagree. Based on my nearly 20 years of experience as a negotiation coach, I believe win-win is misguided, and I 'Start With No.'