NEGOCOACH
125
Origin : Harvard School

🎓 Harvard School

Principled negotiation

R. Fisher & W. Ury, "Getting to Yes", Harvard Negotiation Project, 1981.

Full detail in the “Origin & history” section below.

125

The Objective Criteria Technique

Framing & justification Technique 125 / 360
Alexandre Baumberger

Author of the library

Alexandre Baumberger

Negotiation lecturer at KEDGE Business School

A rare threefold background serving negotiation: teaching, commercial justice and audit, backed by experience as a company director in Bordeaux.

  • Teaching, KEDGE Business School Negotiation lecturer since 2014 (12 years).
  • Commercial justice, Commercial Court Judge from 2018 to 2026: litigation, then insolvency proceedings.
  • Audit & advisory, over 20 years Tax, employment and financial audit in major firms, for large groups.
In brief

Rather than pitting two wills against each other (“I want” versus “I want”), the objective-criteria technique anchors the discussion in external, legitimate standards: market prices, precedents, technical norms, independent expertise, official indices. The negotiation ceases to be a trial of strength and becomes a joint search for the fairest solution. Whoever rejects a legitimate reference must propose another, which keeps the exchange on rational ground where pressure gives way to principle.

Reading level

At a glance

Its family profile at a glance

Effectiveness Psychologicalimpact Discretion Preparation Relationalrisk Ethics
6.3 / 10 Tactical potential

Vigilance: low (2.5/10) · Preparation required: 5/10

Grounding in the source school School grounded in experimental research

Indicative profile: it situates the “Framing & justification” family as the Harvard School school practises it, not this technique taken in isolation. Techniques from the same family and school therefore share the same profile. NEGOCOACH editorial rating out of 10, non-experimental · the higher the “relational risk” value, the more costly the technique is to the relationship.

NEGOCOACH assessment

How to read this rating

Tactical potential 6.3/10 (effectiveness, impact, discretion) and vigilance low (relational and ethical risk): two distinct readings, deliberately never merged into a single score that would reward risk. NEGOCOACH editorial rating calibrated from the “Framing & justification” family and the “Harvard School” school. Each criterion is rated out of 10; click to understand what it measures.

  • Effectiveness 7/10 · High

    How far the technique can carry the negotiation in the intended direction when it is well executed.

  • Psychological impact 6/10 · High

    Strength of the effect produced on the counterpart's perceptions, emotions and decisions.

  • Discretion 6/10 · High

    How hard it is for the other party to notice the technique is being used. A high value = very discreet.

  • Preparation 5/10 · Moderate

    The information, analysis and rehearsal required upfront to use it effectively.

  • Relational risk 2/10 · Low

    Potential cost to the relationship and to trust if the technique is spotted, refused or fails. A high value = riskier.

  • Ethics 8/10 · Very high

    Moral acceptability: fairness, transparency and respect for the counterpart's autonomy. A high value = more defensible.

Level of evidence

School grounded in experimental research

The school this technique stems from is grounded in replicated, peer-reviewed experimental work. This indicator qualifies the school, not the experimental validation of this technique taken in isolation.

Indicative NEGOCOACH editorial rating, for teaching purposes. For “Relational risk”, a high value signals a cost to the relationship, not a quality.

OBJECTIVE CRITERIA at a glance


Origin & history

The third pillar of Harvard principled negotiation, formalised by Roger Fisher and William Ury in Getting to Yes (1981), the use of objective criteria answers a simple question: how does one settle a disagreement without turning it into a pure contest of wills? The authors, who ran the Harvard Negotiation Project, observed that agreements grounded in shared standards are more stable and better accepted, because each party can justify them to its principals. The technique shifts the pressure from “yield to my will” towards “let us accept what the reference says”. The principle draws on an ancient intuition, arbitration by the rule rather than by force, which behavioural economics has since illuminated: human beings judge an outcome by its perceived legitimacy as much as by its amount.


Definition and principle

The technique consists in jointly identifying criteria that are relevant and independent of both parties, then referring to them to assess each proposal. A criterion is admissible if it is legitimate (recognised by a good-faith third party), independent (it does not bend to one side’s will) and practical (applicable to the case). In practice one proceeds in three steps: frame each question as a joint search for the right standard, reason about the most suitable criterion, then yield only to the principle, never to pressure, threat or blackmail. Rejecting a legitimate criterion compels one to put forward another, which makes deadlock costly and rare.


Aims of the technique

  • Move beyond the power struggle by replacing the clash of wills with a shared reference that no one controls alone.
  • Produce a durable and defensible agreement, one each party can justify to its principals without losing face.
  • Neutralise arbitrary anchors and pressure tactics by holding every demand up to the test of a verifiable standard.
  • Speed up convergence by narrowing the discussion to the criteria and their application rather than to positions.

Concrete examples of application

Application by context

The same technique, across every negotiation settings

Context 1 / 8

Sales negotiation

A buyer and a supplier are stuck on the price of a batch of equipment. The seller anchors high, the buyer low. The impasse is broken by drawing on published market rates, two competing quotes and the category price index.

How to apply it

Once the interests have been explored, you announce: “Let us find the fair price together: which market reference do we agree on?”

Strengths

Depersonalises the price, renders the other side’s anchor ineffective, produces a figure that can be cited internally.

Weaknesses

Assumes public references are available; an opaque or highly specific market weakens the approach.

Context 2 / 8

Procurement negotiation

A procurement department renegotiates a maintenance contract. Rather than haggling by guesswork, it aligns the rate with the trade’s standard scales, the observed hourly cost and the official inflation rate applied to the revision clauses.

How to apply it

The criterion is set from the specification onwards: “The annual revision will follow the Syntec index, not a heat-of-the-moment negotiation.”

Strengths

Provides legal security, avoids emotional renegotiations, protects the buyer from opportunistic increases.

Weaknesses

A poorly chosen index can turn against the buyer; one must anticipate the volatility of the chosen standard.

Context 3 / 8

Labour negotiation

During mandatory annual pay talks, a salary increase is under discussion. Management and the unions ground it in INSEE inflation figures, industry-wide pay scales and the company’s published results, which brings objectivity to a volatile debate.

How to apply it

The criteria - inflation, sector minimums, results - are agreed first, before the percentage is discussed.

Strengths

Makes the agreement explainable to employees, defuses one-upmanship, anchors the claim in the verifiable.

Weaknesses

The parties may quarrel over the choice of criterion (inflation vs. productivity) and merely shift the conflict up a level.

Context 4 / 8

Crisis management

In a crisis negotiation over compensation following a loss, the insurer and the victim clash on the amount. An independent expert appraisal is commissioned and the published compensation scales are adopted as the reference grid.

How to apply it

The third-party expert is proposed as a way out of the emotional impasse: “Let the assessment come from a third party we choose together.”

Strengths

Takes the emotion out, legitimises the outcome, avoids litigation by providing a neutral basis.

Weaknesses

Challenging the expert or the scale can reignite the conflict; the third party must be credible to both sides.

Context 5 / 8

Political negotiation

Two states negotiate the redrawing of an economic zone. Each stands its ground until an independent economic model quantifies the consequences of each option and shifts the debate towards the facts.

How to apply it

The model is introduced as a shared arbiter: “Let us look at what the simulation says before digging in on our figures.”

Strengths

Allows movement without loss of face (“it is the data that speak”), makes the agreement ratifiable.

Weaknesses

The construction of the model and its assumptions itself becomes a stake in the power play.

Context 6 / 8

Real-estate negotiation

A seller and a buyer are stuck on the price of a flat. The discussion draws on the notarial references for the neighbourhood (price per square metre of recent comparable sales) and on an independent agency valuation.

How to apply it

“Let us take the three most recent comparable sales in the building and reason per square metre” anchors the discussion in reality.

Strengths

A figure hard to contest, defuses the seller’s emotional attachment, speeds up the transaction.

Weaknesses

The choice of “comparables” (condition, floor, aspect) leaves a margin of interpretation open to exploitation.

Context 7 / 8

Cross-cultural negotiation

A European exporter and an Asian partner negotiate late-delivery penalties. Their customs differ; they adopt Incoterms and ISO standards as a neutral reference, external to both cultures.

How to apply it

A shared international standard is proposed: “Let us rely on the Incoterms, which neither you nor we wrote.”

Strengths

Avoids charges of ethnocentrism, offers a common language, secures cross-border performance.

Weaknesses

Not all cultures grant the same authority to the written norm; the relationship may take precedence over the criterion.

Context 8 / 8

Family negotiation

During the division of an estate, two heirs dispute the value of the family home. A notary’s valuation is commissioned and the average of two appraisals is adopted to take the heat out of the debate.

How to apply it

“Let us have it valued by a neutral professional and start from that figure” prevents emotion from setting the price.

Strengths

Preserves the family bond, dispels suspicions of bad faith, produces a basis acceptable to all.

Weaknesses

Sentimental attachment may lead to the rejection of any “cold” value; the criterion does not settle everything that is felt.


Counter-techniques

Spot and neutralise this technique

Negotiation is also played on defence. Here is how to recognise this technique when it is used against you, and turn it around.

Detect

The signals that give it away

  • A figure presented as obvious
  • "That's just how the market is"
  • A slanted comparison

Neutralise

The counters that defuse it

  • Reframe with another reference
  • Ask for the source
  • Change the unit of measure

Turn around

Turn it into an advantage

Impose your own frame of reference before the other side sets theirs.

The trap to avoid

Accepting the implicit frame without naming it.

In brief

  • Difficulty: Intermediate
  • Estimated effectiveness: High
  • Implementation time: Medium
  • Fields of application: Sales, Procurement, Labour, Diplomatic, Real-estate, Legal
  • Synonyms: Independent standards, Recourse to norms, Legitimate criteria, Principle of external reference
  • Tags: principled negotiation, Harvard, framing, legitimacy, Fisher-Ury, standards, objectivation

Strengths and weaknesses

The technique turns a clash of wills into problem-solving: it protects the relationship, produces defensible and durable agreements, and neutralises pressure tactics such as arbitrary anchoring. It gives the negotiator who is weak in power a formidable weapon, a legitimate standard that no force can decently brush aside, and offers each party an acceptable story to tell its principals.


When to use this technique?

Best used when positions are far apart but credible external references exist (markets, scales, precedents, expert appraisals), when the agreement will need to be justified to third parties, when the balance of power is against you, or when emotion threatens to derail a matter that can be objectified on technical grounds. Less suited when no shared standard exists or when the stakes are purely relational.


Famous cases

Sales · Salary negotiation anchored in the market, Research conducted by Harvard’s Program on Negotiation shows that a candidate who backs a pay request with verifiable market data (sector scales, public benchmarks such as Levels.fyi or public industry data) obtains better results than by arguing on merit alone. One striking point: when objective information on salaries is available before the interview, the gap in outcomes between men and women tends to disappear. Here the external criterion plays a dual role, it legitimises the request and corrects a relational bias, illustrating that objectivation does not merely serve to persuade, it also levels the playing field.

Political · The MIT model at the Law of the Sea Conference, In Getting to Yes, Fisher and Ury report a case that has become a classic, drawn from the Third United Nations Conference on the Law of the Sea. The United States and developing countries (including India) were flatly opposed over the royalty that mining companies should pay to exploit the polymetallic nodules of the deep seabed. Rather than bargaining position against position, the delegations relied on an independent economic model developed by MIT, which simulated the profitability of a mine and the revenue of the Authority under various payment regimes. Faced with this shared reference, both parties revised their initial demands: the debate moved from wills to the model’s assumptions, opening the way to a quantified and defensible compromise.

Diplomatic · Namibia: “principles” as a foundation for transition, The process of Namibia’s accession to independence illustrates the power of criteria set up front. Faced with a tangle of wills (South Africa, SWAPO, the Western contact group), the negotiation advanced by first fixing a framework of shared principles: Security Council Resolution 385 and then, in 1982, a text of “Principles concerning the Constituent Assembly and the Constitution” put forward by the contact group and accepted by all parties. By anchoring the rest of the process in these agreed standards rather than in the balance of power of the moment, the mediators gave each camp a justifiable basis, the condition for an agreement that no one could denounce as a capitulation.

Legal · Independent expertise as a criterion for compensation, In compensation matters, personal injury, expropriation for public purposes, insurance disputes, French judicial practice institutionalises the objective criterion through adversarial expert appraisal and reference scales. In expropriation, fair compensation is determined by reference to the market value established from comparable transfers, not by the owner’s wish nor the local authority’s budget. Likewise, compensation for personal injury relies on reference frameworks (the Dintilhac nomenclature, capitalisation scales). The judge does not arbitrate between two wills there: they apply an external standard, making the decision reasoned and reducing arbitrariness, exactly the logic that Fisher and Ury transpose beyond the courtroom.

Business · The indexation clause in procurement negotiation, In industrial framework contracts, procurement departments avoid heat-of-the-moment renegotiations by writing in objective adjustment criteria from the outset: price indexation to a public index (Syntec for intellectual services, raw-material indices for components), revision clauses tied to official inflation, contractual benchmarks. When the supplier invokes a rise in its costs, the discussion no longer bears on its “will” to raise prices but on the measured movement of the agreed index. This preventive framing defuses most tariff conflicts: the criterion, accepted in the cold, holds authority in the heat, and protects both parties from a cyclical balance of power.

Everyday life · Selling your home at the price of comparables, An owner attached to their flat values it at a price the market does not validate; the buyer, for their part, anchors low. The way out lies in a criterion: the notarial references and recent comparable sales in the same building, reduced to the price per square metre. By stating “let us take the three most recent comparable transactions and reason per square metre”, the emotional confrontation is replaced by a verifiable grid. The seller can give up a few thousand euros without feeling cheated, it is not the buyer imposing it, it is the market that says so, and the buyer stops underbidding. The criterion takes the heat out, speeds things up and makes the agreement defensible on both sides.


Common mistakes

  • Drawing out a partisan criterion disguised as a neutral standard: offering “the market price” while citing only the references that suit you destroys the credibility of the approach.
  • Confusing criterion and position: hammering home a figure and branding it “objective” without agreeing to discuss its relevance amounts to hiding a power play under a rational veneer.
  • Neglecting the negotiation of the criterion itself: the conflict often shifts to the choice of standard (inflation or productivity?); to ignore this is to believe the agreement settled when it still has to be won.
  • Yielding to pressure after invoking a principle: accepting a threat or blackmail once the criterion is set ruins the entire logic and teaches the other side that your principles are negotiable.

How to recognise and counter this technique

Faced with an opponent who confronts you with a slanted criterion, do not reject it head-on: ask them to justify its legitimacy and propose another, equally independent, then suggest taking the average of the two or having a third party decide. Systematically turn the burden back: “On what principle do you base yourself?” forces the other side out of the pure power play. If they refuse any standard, name it: “So we have no shared reference at all?”, the admission is costly and often brings the counterpart back to reason.


Limits and ethics

The technique presupposes the existence of credible, shared references: on an opaque market, a unique asset or a purely relational stake, no criterion imposes itself and the tool runs empty. It can also be instrumentalised, each side brandishing the standard that favours it, shifting the conflict without resolving it. Lastly, a poorly chosen criterion (a volatile index, a challengeable expert, questionable comparables) weakens the agreement instead of securing it. Objectivity is a negotiated construction, never a fact that falls from the sky.


Variants and related techniques

The technique comes in several forms: recourse to a third-party expert or to arbitration (the assessment is delegated to a neutral party chosen together); the indexation clause that fixes the criterion in the cold to avoid heat-of-the-moment renegotiations; the fair procedure (“one cuts the cake, the other chooses”) when the criterion concerns the division rather than the value; and finally the comparative benchmark that aligns the offer with a panel of references. All share the same DNA: substituting an independent rule for the clash of wills.


Going further

  • Fisher R., Ury W., Patton B., Getting to Yes: Negotiating Agreement Without Giving In, chapter 5 “Insist on Using Objective Criteria”
  • Program on Negotiation (Harvard Law School), briefings “Setting Standards in Negotiations” and “Salary Negotiations”
  • Ury W., Getting Past No, on wielding criteria against a recalcitrant counterpart
  • Dintilhac nomenclature and capitalisation scales (personal-injury compensation reference frameworks, France)

Scientific foundations

  • Fisher, R., Ury, W. & Patton, B. (1991) Getting to Yes: Negotiating Agreement Without Giving In (2nd ed.) Penguin Books, New York
  • Tversky, A. & Kahneman, D. (1974) Judgment under Uncertainty: Heuristics and Biases Science, 185(4157), 1124-1131, DOI: 10.1126/science.185.4157.1124
  • Kahneman, D., Knetsch, J. L. & Thaler, R. (1986) Fairness as a Constraint on Profit Seeking: Entitlements in the Market The American Economic Review, 76(4), 728-741
  • Galinsky, A. D. & Mussweiler, T. (2001) First Offers as Anchors: The Role of Perspective-Taking and Negotiator Focus Journal of Personality and Social Psychology, 81(4), 657-669, DOI: 10.1037/0022-3514.81.4.657
  • Bazerman, M. H. & Neale, M. A. (1992) Negotiating Rationally The Free Press, New York
  • Thompson, L. (2015) The Mind and Heart of the Negotiator (6th ed.) Pearson, Boston

Quick exercise

Test yourself before answering

Answer in your head, then reveal the solution. Memory is built through active recall.

1 Quels signaux doivent vous alerter ?
  • A figure presented as obvious
  • "That's just how the market is"
  • A slanted comparison
2 Quelles parades appliquer ?
  • Reframe with another reference
  • Ask for the source
  • Change the unit of measure

Frequently asked questions

The questions we get most

What is the "The Objective Criteria Technique" technique?

Rather than pitting two wills against each other (“I want” versus “I want”), the objective-criteria technique anchors the discussion in external, legitimate standards: market prices, precedents, technical norms, independent expertise, official indices. The negotiation ceases to be a trial of strength and becomes a joint search for the fairest solution. Whoever rejects a legitimate reference must propose another, which keeps the exchange on rational ground where pressure gives way to principle.

Is the "The Objective Criteria Technique" technique ethical?

Yes. Used in good faith it stays within a fair negotiation: it structures the exchange without deceiving the other party. Being transparent about your intentions strengthens the long-term relationship.

How do you defend against "The Objective Criteria Technique"?

Accepting the implicit frame without naming it. The right reflex: reframe with another reference.

What is the "The Objective Criteria Technique" technique based on?

NEGOCOACH does not assess the experimental validation of this technique in isolation. What we document is the grounding of its source school (Harvard School): school grounded in experimental research. Full detail is in the "At a glance" section of this page.

Practise with AI

Three ready-to-use prompts

Copy, paste into your assistant, replace the [brackets]. Works with ChatGPT, Claude, Gemini, Mistral, Perplexity.

Prepare

Build your plan before the meeting

You are an expert negotiation coach. Help me prepare to use the "The Objective Criteria Technique" technique in the following situation: [describe your situation]. Give me: the conditions for success, a 3-step script, my counterpart's likely objections and how to answer them.

Simulate

Rehearse against an AI counterpart

Play the role of my counterpart in a negotiation. I am going to test the "The Objective Criteria Technique" technique. React realistically and with resistance, do not give in too quickly, then at the end analyse my performance and suggest 3 concrete improvements.

Debrief

Analyse a past negotiation

Here is how my negotiation went: [paste the exchanges]. Analyse whether the "The Objective Criteria Technique" technique was used well, what worked, the mistakes made, and spell out precisely what I could have done better.

References

Bibliography & credible sources

Founding works of the 🎓 Harvard School school this technique belongs to.

  • Cover: Getting to Yes, Negotiating Agreement Without Giving In

    Getting to Yes, Negotiating Agreement Without Giving In

    Book

    R. Fisher & W. Ury · 1981

    The manifesto of principled negotiation: move beyond positional bargaining to negotiate on interests, separate the people from the problem, invent options for mutual gain and rely on objective criteria. The best-selling negotiation book in the world.

  • Cover: Getting Past No

    Getting Past No

    Book

    W. Ury · 1991

    The practical sequel to Getting to Yes: negotiating with a difficult, hostile or bad-faith counterpart. Ury lays out "breakthrough negotiation" in five steps, including the famous "go to the balcony" to master your emotions.

  • Cover: Negotiation Genius (Harvard Business School)

    Negotiation Genius (Harvard Business School)

    Book

    D. Malhotra & M. Bazerman · 2007

    A modern synthesis of Harvard research: creating then claiming value, defusing biases, handling lies and negotiating from a weak position. Very rich in real cases and tools.

R. Fisher & W. Ury, "Getting to Yes", Harvard Negotiation Project, 1981.

On video

See the technique in action

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Technique map

Where this technique sits

Every technique sits within a network: what it draws on, what it combines with, where it applies, and how to defend against it.

Levers engaged

biases & emotions

Countered by

Spot its signals, neutralise it and turn it around with the defensive playbook on this page.

See the counter-techniques

Key takeaways

  • En une phrase

    Rather than pitting two wills against each other (“I want” versus “I want”), the objective-criteria technique anchors the discussion in external, legitimate standards: market prices, precedents, technical norms, independent expertise, official indices. The negotiation ceases to be a trial of strength and becomes a joint search for the fairest solution. Whoever rejects a legitimate reference must propose another, which keeps the exchange on rational ground where pressure gives way to principle.

  • The right reflex

    Impose your own frame of reference before the other side sets theirs.

  • Never do this

    Accepting the implicit frame without naming it.

6.3/10 tactical potential Low vigilance School grounded in experimental research

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