Bradford and William J. Rothwell. The Financial Times Guide to High-Impact Negotiation by David L. Bradford and William J. Rothwell is a comprehensive guide that provides readers with the tools and strategies they need to navigate complex negotiation situations effectively. The book focuses on the importance of understanding the process of technological evolution and its impact on society, as well as the need for individuals to develop their own personal paradigms for perceiving this process in order to adapt and thrive in a rapidly changing world. The authors argue that the pace of technological change has accelerated significantly over the past few decades, leading to a significant shift in the way we live, work, and communicate. This shift has created new opportunities for growth and innovation, but it also presents challenges that require us to adapt quickly to stay ahead of the curve. To succeed in this environment, individuals and organizations must be able to negotiate effectively, leveraging their skills and resources to achieve their goals while maintaining positive relationships with others. One key theme of the book is the need for a personal paradigm - a unique perspective or approach that allows individuals to make sense of the technological changes happening around them. By developing a personal paradigm, individuals can better understand how technology is transforming their industries and communities, and use this knowledge to inform their negotiation strategies.

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