Negotiating a deal almost always goes in favor of one party, the article outlines the idea of making both parties feel like they have gotten a good deal, but without knowing what you're counter parts ZOPA is, it is impossible to know if they feel like they've gotten a good deal, so you must worry about yourself.
The article discusses different ways to take this power. I think the most effective way to gain power is through anchoring. If you are negotiating a deal on price you will never get the price you want for something unless you state well above that price. Just as you don't know what your counters' ZOPA is, they also usually do not know yours. This works to your advantage so that you can set the anchoring point well above your ZOPA to give the illusion that it is higher than they think. Another way you can take the advantage is having your counter make an offer first, then you can gauge where their ZOPA really is, assuming they also make a marked up, or down (depending on the side) offer.
I thought of this like buying a car. The salesman marks up his prices assuming that in bargaining he will get less, but if he doesn't set this high price he will get even less than what he is comfortable with. If he set his price for the lowest he is willing to take for the car than he will walk away with a loss.
This brings up another very good point the author made about walking away. He says you will never be able to get something for a good price unless you are willing to lose it. This is so true, when you set a price that you will not go above, or below, prior to negotiation, it is easier to stick to that price and that price will help you keep your head in hectic or emotional situations.
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