Stu Colman, Senior Director of European Identity at The Trade Desk, shares his insights on Negotiation in the privacy and identity space.

He emphasises the importance of passion and genuine interest for successful Negotiations. According to Stu, Negotiating in both personal and professional contexts requires understanding the other person's needs and goals.

In virtual Negotiations, creating a sense of connection and engagement through regular check-ins is crucial. Common mistakes in Negotiation include lack of knowledge, aggression and bluffing. Stu suggests diffusing aggression with humour and focusing on collaboration to achieve better outcomes.

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