Many buyers and suppliers are easily frustrated when it comes time to negotiate a fair price for value. In fact, the situation is somewhat paradoxical. On one hand, the parties are discussing value; on the other hand, they’re bickering about what is fair with conventional tug-of-war negotiation tactics. Marco Bertini and John Gourville (2012), in the Harvard Business Review, issued a plea for action, challenging companies to rethink how they price for their services. They asserted: “The way most companies make money is not just broken; it is destructive” (p. 96).