Power: it doesn’t matter who you are, it matters when you are and how you are
There may be several options that will be determined by the specifics of your own situation. Take time to consider them, and use them to your advantage. Above all, don’t forget that if you want someone to believe you have power, you need to behave as though you believe it too.
In negotiation, who you are (your size, your brand name, your reputation – or relative lack of these) doesn’t necessarily determine the power you may or may not have. More important is to understand when you are negotiating (and the impact that time may have, positively or negatively, on your own and your counterparty’s power), and how the circumstances of yourself and your counterparty may affect where power sits.
If you can understand the impact of time and circumstances on your negotiation, on yourself, and your counterparty, the effect can be to dramatically shift the power balance away from what might seem an obviously more powerful opponent. In these circumstances, a far smaller, less significant player in the market can suddenly find themselves with a higher, and entirely disproportionate level of power.
Theresa May
One area where this frequently occurs is politics. In May 2017 in the UK, the Conservative leader and Prime Minister, Theresa May, took the decision to hold a snap general election, only two years after the previous one. Arguably buoyed by positive opinion polls in the April that showed a 20 point lead for the Conservatives, and with a desire to secure a clear majority in parliament to aid her negotiations over the process of exiting the European Union (‘Brexit’), she felt confident she would succeed. For a variety of reasons this failed to materialise, and the result was a hung parliament, with the
Conservatives losing 13 seats whilst the Labour party gained 30. In order to shore up her support, she opted to do a deal with an Irish political party, The Democratic Unionist Party (DUP), who, from being a very minor player on the political landscape, suddenly found themselves with some real power. They used this power to their advantage and in the negotiation to agree their support for the Conservatives they secured £1bn in financial support and potential new tax powers. The pressure of both time and circumstance had acted to shift the balance of power in the negotiations over to the far
smaller DUP and away from the UK’s dominant political party.
This understanding of the impact of time and circumstances, of how to really get inside the head of the counterparty, reflects the classic David and Goliath story. Taking time to appreciate where the opportunities to swing the balance of power in your favour may be, even against a seemingly undefeatable opponent, can allow small players to accomplish great things.
Tyrells took on Tesco in the UK
In 2006, Tyrells, a privately owned UK crisp manufacturer with a turnover at the time of just £10m, took on Tesco, who was at the height of its dominance of the UK grocery market with turnover of £39.5bn, in a dispute over the stocking of its products.
A classic David vs Goliath. Tyrells had established its premium price business through supplying a network of 6,000 small, independent retailers and upmarket grocery retailer, Waitrose, and did not want its products stocked in Tesco. Tesco stocked them anyway. Sourced from the grey market they sold the brand at a discounted price in 70 of its stores. Tyrells appointed lawyers to examine their options. Shortly after, Tesco agreed to stop selling its lines. A victory for David over Goliath. But how did ‘little’ Tyrells manage to succeed against this much bigger opponent? Certainly part of their success was due to the time they took to understand Tesco’s circumstances. T
he day before they agreed to Tyrells’ position, Tesco had launched a major initiative to boost links with small suppliers to address its image problem in this area – a focus and commitment that the retailer has continued very successfully to the present day, transforming its image and results. Tesco wisely recognised that, whilst they wanted to supply its customers with the products, continuing its dispute with Tyrells would have sent conflicting messages.
Tyrells recognised that this had shifted the balance of power in its favour. Five years later, after rapid growth, Tyrells could be found on the shelves of 450 Tesco stores at its intended premium price.
Negotiation planning
In your negotiation planning, when considering how much power you do or don’t have, take a step back and review the situation objectively. In his book ‘Getting Past No’, William Ury describes the concept of going to the balcony to allow yourself to look at a situation from a new vantage point and from there gain a different perspective. He was discussing this specifically in relation to resolving conflicts, but it is equally applicable to the understanding of how to shift the balance of power in your favour.
This idea complements perfectly the concept we discuss on our workshops of getting inside the other party’s head. Only by doing this can you truly hope to identify how to optimise your power, either by recognising the weaknesses in the other party created by time and circumstance, or by appreciating your own weaknesses caused by the same factors, therefore ensuring these can never be exploited by the other side.
When it comes to understanding where the balance of power lies, there is one thought to keep front and centre at all times: You are far more equal than you think you are. As soon as you forget this, power starts to ebb away, because you are literally giving it to the other party. It’s the perception of where the balance of power lies that is key. Your challenge as a negotiator is to keep the perceived balance of power in your favour for as long and as broadly as you can, within the matters under negotiation.
How do you do that?
There may be several options that will be determined by the specifics of your own situation. Take time to consider them, and use them to your advantage. Above all, don’t forget that if you want someone to believe you have power, you need to behave as though you believe it too.
Business
Manchester City sign record-breaking deal to extend Puma kit partnership for another DECADE
Danny Jones
Manchester City have officially signed a long-term extension with global sports brand Puma to continue making their kits for at least another decade in what has been reported as a record-breaking sponsorship deal.
The eight-time Premier League champions brought on Puma as their primary kit manufacturers six years ago, and the pair have been together during the most successful period in the club’s history.
Boasting a Treble, Champions League, FIFA Club World Cup and four consecutive league titles to their name throughout this time, it’s pretty much been a perfect marriage, so neither City nor Puma were likely to part ways anytime soon.
With that in mind, the collaboration has been extended by another decade in a deal reported to be worth a potential £1 billion – the same figure that made up the total prize pot for this year’s Club World Cup.
Not that we’re assuming you’re terrible at maths, but to put this into context further, this extension is worth a whopping £100 million a year, making it comfortably the most lucrative kit partnership in Premier League history.
The initial contract between Man City and the sportswear giants was worth £65 million (also spanning 10 years) back in 2019, but the prolific and highly profitable spell that has followed has led to this extension being welcomed by both parties.
Writing in a press release, the club said: “Commercially, Manchester City and PUMA have set new club sales global records, in addition to co-creating iconic, best-selling kits such as the 2022/23 Colin Bell-inspired home shirt worn during the Treble-winning season.
“PUMA and Manchester City have introduced industry-leading innovations both in terms of product and marketing campaigns over the past seasons.”
Citing crossovers with Puma subsidiary, stitchd, and brand activations such as the AI kit design competition for the 26/27 campaign, they insisted that their work together thus far has “delivered breakthrough innovation, cultural moments and commercial success, both on and off the pitch.”
#ManCity’s kit deal extension with Puma could eventually be worth £1 BILLION, with the agreement now running until at least 2034/35 and valued at £100M a season – making it the highest in Premier League history.
The club went on to add that, “This is a partnership built on shared values: performance, creativity, innovation, community and sustainability.”
Meanwhile, CFG (City Football Group) CEO Ferran Soriano, said of the fresh announcement: “We joined forces with PUMA with the ambition to challenge ourselves and go beyond the expectations. We have achieved this and more over the last six seasons.
“PUMA have seamlessly integrated into our organisation, and we’ve enjoyed many historic moments together, engaging fans globally. Today’s renewal and extension solidifies our relationship and projects it to an even brighter future.”
How would you rate Man City’s Puma shirt designs up till now out of 10, Blues?
Featured Images — Press shots (via PUMA/Manchester City)
Business
Bury Food and Drink Festival returns to the borough this month
Danny Jones
Bury, brace for unbuckling your belts, because the borough’s annual food and drink festival returns for 2025 this month.
Following the inaugural event last year, Bury Food and Drink Festival (BFDF) is officially back, hoping to go even bigger and better than last summer.
Promising more traders this time around, not to mention a more fully-fledged programme than the maiden Manc feast, BFDF ’25 is shaping up to be a brilliant weekend.
Better still, with the summer sun looking like it’s sticking around for a while, it’s set to be another scorcher across Greater Manchester – the perfect weather for some more al fresco face-stuffing.
Salford Rum CompanyIddons fruit and vegCredit: Bury Market (supplied)
This year, Bury Food and Drink Festival boasts 70 different independent traders from around the local area and beyond.
In fact, over in the town centre’s Kay Gardens, there’s set to be a brand-new Hong Kong-style market featuring over 50 traders alone.
Set up by nearby favourite, Moliuliu’s Store, visitors can find gifts, jewellery and artisan craft goods, as well as tonnes of amazing flavours from around the region.
There’s also set to be a new ‘Beer and Bands’ night on Bank Street, where the festival was first born, making way for an evening of live up-and-coming local talent and brilliant Bury brews.
Organised by the Bury Business Improvement District (BID) in partnership with the world-famous Bury Market and local council, Bury Food and Drink Fest remains a completely free town-centre celebration of native hospitality, cuisine and culture.
The Town Centre Director for Bury BID, Nigel Shields, said of their sophomore event: “It’s a pleasure to be announcing the return of the Bury Food and Drink Festival to the town centre, and to be able to build on the success of last year’s event.
“We’ve got an exciting and diverse range of local, authentic traders joining us, showcasing the very best flavours and cuisine from Bury and all over the world. The festival is a fantastic addition to our town and what it has to offer – we can’t wait to welcome guests from far and wide across the weekend!”
You can see a full map of the festival down below.
Spanning across three days and multiple central sites, BFDF 2025 kicks off this Friday, 18 July from 9:30am, and will close between 4:30/5pm every day until Sunday.
Part-funded by Local Growth & Place Flexible Grant Funding, the aim is to promote and help give back to popular indies like The Finest Fudge Co, The Thai Food Van, Sip & Sparkle and Daily Grind, just to name a few favourites.
Councillor Charlotte Morris added: “We’re delighted to bring the food and drink festival to Bury town centre once again. The fantastic range of businesses involved is testament to the strength of food and drink offering here in Bury, and the appetite (literally!) for exciting events.
“The festival will be a chance to explore Bury, support local business, try something new and enjoy flavours from all over the world. We look forward to welcoming visitors from Bury and beyond!”
Find all the details around timings and all the other important info HERE.
A trip to Bury Market usually ends with us spending far too much on two things: chocolate and cheeseThe Thai Food Van