Here's how I learned about the theory of relative power. If you recall, relative power is what you really want to have going for you in a negotiation. Negotiating mutual expectations as the key drivers of value in a contractual service relationship is important work to a successful startup and to ensure longer-term retention. In 1974, fresh out of college, I was working for Procter & Gamble as a sales representative based in Roanoke, Virginia.