ABSTRACT
The arrogant, obnoxious, S. O. B. approach is, in appearance, the complete opposite of the warm, friendly approach. The warm, friendly approach is based on stroking reader's opponent's ego and on building up his self-esteem. The arrogant, obnoxious, S. O. B. approach is based on attacking their opponent's ego and on breaking down his self-esteem. The arrogant, obnoxious S. O. B. makes the negotiating experience so unpleasant that the opposing team is often willing to agree to anything in order for the ordeal to end. Bob is not a very nice person to deal with, but many people pay him a great deal of money to be an arrogant, obnoxious S. O. B. People pay him a lot of money because he can be very effective. Most people are not cut out for the arrogant, obnoxious, S. O. B. approach. Most people have too much of the milk of human kindness in them.
