Four Decades. One Focus
Unlocking Profitable Negotiation
For over four decades, negotiation has remained Kennedy’s primary focus—a journey of continuous evolution that reflects our commitment to empowering businesses worldwide through evidence-based, no-nonsense negotiation solutions.
Explore the journey behind the methodology—four decades of ideas, breakthroughs, and impact that continue to shape how the world negotiates.
1972 Where it all began
Invention of negotiation training and consulting
Discover the milestones shifts that have shaped our journey
Where it all began
UK's first-ever negotiation courses
Invention of negotiation consulting
Pre Harvard - Managing Negotiation
The Creation of Video in Negotiation
In the crucible of the early 1970s, Gavin Kennedy immersed himself in the raw reality of negotiation. Fresh from his economics degree and fueled by a healthy skepticism of abstract theory, he found himself at Shell-Haven. There, labor disputes weren’t academic exercises but intense clashes of will, providing the real-world data for his pioneering negotiation model, which formed the basis of his Master’s thesis
1980–2000
As the 1980s dawned, Gavin Kennedy's approach to negotiation evolved into a blend of sophistication and bold innovation. He transcended mere observation, meticulously crafting practical negotiation models applicable across diverse settings, from corporate boardrooms to factory floors.
The Eight-Step/Four-Phase Method
Kennedy’s framework—the four universal negotiation phases (Prepare, Debate, Propose, Bargain)—provides businesses with a structured approach to consistently improve their negotiation outcomes
The Purple Behavior
Kennedy introduced the concept of 'purple behavior,' a sophisticated fusion of assertiveness (red behaviors) and cooperation (blue behaviors). Rather than relying on manipulation or naïve cooperation, he advocated for conditional exchanges—building lasting relationships while firmly securing desired results
The New Business School
He co-founded Heriot-Watt University’s Edinburgh Business School, pioneering the world’s first distance learning MBA program.
Discover our thought leadership and best-selling business books that have forever transformed the negotiation landscape
2000 - Present
Balancing tradition and innovation
Protecting family legacy
Building upon the profound legacy of her father, Professor Gavin Kennedy, Florence Kennedy Rolland emerged as a pivotal leader at Negotiate Limited
2000–2004
Growing across borders
Negotiate opens licensed training hubs in South Africa, America and across Europe in Scandinavia, Romania, Poland and Spain and our 'Influencing for Results' workshop extend our hands-on training.
2004–2014
Adapting to the Digital Age
They seamlessly merged traditional negotiation expertise, honed over decades, with cutting-edge technological strategies, recognizing that the digital age demanded a new approach. They emphasized the critical importance of adaptability in a rapidly changing world, understanding that static negotiation tactics were no longer sufficient.
Kennedy’s Strategic Negotiation workshop further solidified the company’s forward-thinking approach, providing clients with the tools to navigate complex negotiations in a dynamic environment. To extend the reach of their renowned 4-phase negotiation model, the T3 program was launched. This initiative was designed to enable global dissemination of their proven methodology through a network of licensed trainers, empowering individuals and organizations worldwide. Furthermore, T3 facilitated partnerships with large international organizations, allowing them to integrate Kennedy's teachings into their internal training programs and strategic initiatives, thus impacting a much wider audience and solidifying Negotiate Limited's global influence.
Kennedy’s Simulations for Negotiation Training is translated into Dutch and published by TFC TrainingsMedia.
Launch of negweb.com, our internet-based negotiation service for professionals outside the typical executive workshop sphere
The launch of Adam Smith's Lost Legacy. In this groundbreaking work, Kennedy revisits the 18th-century economist’s insights—cutting through years of misrepresentation to reveal what Adam Smith really said about negotiation.
Our first (of many) T3 contracts, takes our 4-phase model into global organisations Learning & Development Academies.
Celebrating 20 years of Negotiate Ltd in the UK with an event on the Royal Yacht Britannia.
The 3rd edition of our bestselling book of Simulations is released this time co-authored with Florence Kennedy, and The Strategic Negotiation is published for the first time.
Everything is Negotiable becomes available in its brand new 4th edition.
Our bestselling training video Do We Have a Deal? was re-released on DVD, reinforcing its status as a timeless resource
2014–2024
Expanding Reach and Modernizing Offerings
Building on a strong foundation, Negotiate Ltd continued to evolve its offerings and expand its global presence. This period saw a focus on updating resources and reaching new audiences through digital platforms and strategic partnerships. The core principles of negotiation remained central, while the delivery and application adapted to the changing business landscape. The launch of specific workshops for women highlighted a commitment to addressing diverse needs in the negotiation field.
The Persuasive Negotiator, tools and techniques for effective negotiation, is published by Routledge, a new resource for negotiators
Our Strategic Negotiation MBA module is adapted by Florence to focus on the Oil & Gas Industry for a specialism MBA at Heriot Watt University
First paperback edition of Kennedy On Negotiation is published
Everything is Negotiable 4th Ed. is picked up by a new Chinese publisher and is translated for the territory
The Persuasive Negotiator, tools and techniques for effective negotiation, is published by Routledge, a new resource for negotiators
Updated for the new digital interface, Business Negotiation MBA module is launched at Heriot Watt University’s Edinburgh Business School
Introduction of a negotiation workshop for women, to help tackle some of the specific issues women face when negotiating
2024 – Present
Innovation and Future Focus
In today's complex business world, Kennedy's legacy has not just survived, it's thrived. Negotiations now blend data, strategy, and human skill. Though his training evolves, his principles remain steadfast. Managers must be agile and assertive, combining classic tactics with digital innovation. In a global, virtual environment, Kennedy's message is clear: negotiation still demands knowing when to hold firm and when to risk wisely. The establishment of Kennedys Negotiation LLC in the MEAN region marked a significant step in serving specialized industries on a global scale.
We open Kennedys Negotiation LLC, an exclusive firm serving clients in technology, financial services, healthcare, private equity, and other industries across the MEAN region.
Relaunched, digitised and modernised the Project Negotiations module as part of the new Advanced MPM degree at Reykjavik University
Launch of Negotek® Edge, our new offering for negotiation simulation and assessment solutions, designed to address the entire negotiation effectiveness continuum
