Murdoch made a mistake sending Jobs that first clarifying email. HC shows a lack of any coherent direction having one junior person send a response, and then a

Murdoch made a mistake sending Jobs that first clarifying email. HC shows a lack of any coherent direction having one junior person send a response, and then a senior person follow up with more exposition. The moment Murdoch does this, the dynamic is flipped, and HC is chasing after Apple. Jobs's strategy is to jump all over this and make the argument clear: here's what we're offering, here's why it's good for you, here's why we can't budge, and it's out of my hands. Murdoch comes back and says, well, how about some concessions. Jobs says no, sorry, no concessions. Do you want this deal or not? But he already knows how Murdoch's going to answer. Once Murdoch started chasing, all Jobs had to do was keep backing up until the both of them were right where Apple wanted them. Great negotiation case study here from Quartz.