BATNA, the Best Alternative To a Negotiated Agreement, is the most important concept in negotiation theory and the most practical tool for improving your negotiating outcomes. Developed by Roger Fisher and William Ury in their landmark book “Getting to Yes,” BATNA represents what you will do if the current negotiation fails to produce an acceptable agreement. It is your walkaway option, your plan B, your safety net. The strength of your BATNA determines your negotiating power more than any other single factor, because it defines the worst acceptable outcome you will accept. A strong BATNA means you can walk away...