A Guide for Decision Makers

Negotiation as
Deal Architecture.Stop performing. Start building.

Why the world's most effective negotiators don't think of themselves as performers — and how the SMARTnership™ mindset transforms every contract into a value-creating architecture.

By Dr. Keld Jensen 27 books 35,000+ negotiators studied
Dr. Keld Jensen
Dr. Keld Jensen
Author · Researcher · Negotiation Strategist
27 Books on negotiation & behavioral economics
Foreword

An invitation to step off the stage.

Thirty-five thousand negotiators. That is roughly how many professionals across four continents I have observed, coached, and studied over a career spanning more than two decades. The number matters — not as a credential, but as a data point. Because what the data says, consistently and unmistakably, is this: most negotiators are performing rather than building.

They are preparing arguments. Rehearsing tactics. Perfecting their poker face. They are treating every deal as a stage — and wondering, afterwards, why the contracts that look good on signing day so often disappoint in delivery.

This paper is an invitation to step off the stage. It is an invitation to think of negotiation the way an architect thinks of a building: not as a confrontation to be won, but as a structure to be designed — one that stands, performs, and grows in value long after the ceremony is over.

The philosophy you are about to explore is called SMARTnership™. It is not negotiation training in the conventional sense. It is a changed understanding of what collaboration is, what value is, and what your role at the table actually is.

— Dr. Keld Jensen, Author of 27 books
Written For

If you negotiate contracts that matter.

A guide for C-suite executives and senior professionals who shape significant commercial agreements.

C-Suite

Procurement

Sales

Legal

Contract Mgmt

Executive

01The Problem

Most negotiations are performances.

Both sides guard information, prepare arguments, and optimize for position. Each party arrives ready to defend a number rather than design a structure. The result is measurable value destruction — in every deal — and contracts that look good on signing day but disappoint in delivery.

02The Difference

SMARTnership™ is not a technique. It's a mindset.

It is a deal-architecture mindset that treats every commercial interaction as an opportunity to design, build, and share new value — backed by empirical research and documented outcomes. Less negotiation theater, more structural engineering.

03The Evidence

The data is clear. The results are repeatable.

Across 4,000+ AI-simulated negotiations, 314-person trust research at Aalborg University, and real engagements at global enterprises, SMARTnership consistently outperforms conventional approaches on joint value, trust, and relationship quality.

4,000+ AI-simulated negotiations analyzed
N=314 Trust study, Aalborg University, 5 continents
25% Of organizational wealth attributed to TruStCurrency™
Novo Nordisk
ConocoPhillips
KMD
Nobia
+ many more
What's Inside

A practical guide. Eleven sections.

From the foreword to the about-the-author page — a clear path from old-school positioning to modern deal architecture, the research that proves it works, and the people who deliver it in the field.

SECTION 01

Foreword

Thirty-five thousand negotiators. One inescapable conclusion — and an invitation to step off the stage.

SECTION 02

The Theater Problem

Why conventional negotiation fails — and what we keep getting wrong.

SECTION 03

Deal Architecture

Building agreements that create — and sustain — extraordinary value.

SECTION 04

The SMARTnership™ Difference

Partnership 2.0 — what it is, why it works, and why it's different.

SECTION 05

TruStCurrency™

How trust becomes your most powerful — and most measurable — commercial asset.

SECTION 06

AI as the Deal Architect's Assistant

How artificial intelligence transforms negotiation preparation, simulation, and outcomes.

SECTION 07

SMARTnership in Practice

What the shift from performance to architecture looks like across your organization.

SECTION 08

Our Certified Partner Network

SMARTnership expertise — delivered locally, globally.

SECTION 09

Why Companies Bring Us In

The recurring problems we're called in to solve — and the outcomes leaders measure afterwards.

SECTION 10

Your Next Step

How to begin the shift from negotiation to deal architecture inside your team.

SECTION 11

About the Author

Dr. Keld Jensen — 27 books, 35,000+ negotiators, four continents of fieldwork.

Your Next Step

If you negotiate contracts that matter, this paper will change how you prepare for them.

Download the full guide — free, no email gate.