During his former career as a kidnapping and extortion negotiator, the author handled sensitive cases all over the world. Through his experiences, observations, and conversations with other experts in the field, he developed a deep understanding of what works and what doesn't in high-stakes negotiations. Now he advises executives and corporations about what he calls the level-five mindset, which involves deep listening to better understand and interpret a counterpart's self-perception and perspective. He offers eight tools to both ensure and demonstrate that mindset: minimal encouragers, open questions, reflecting back, emotional labeling, paraphrasing, "I" statements, effective pauses, and summarizing. Using them, he writes, will "boost your capacity for empathy, your ability to find common ground, and your chances of gaining your counterpart's cooperation."

Molson Canada produced Molson Canadian, Canada's best selling beer. Canadian's previous advertising campaign The Rant had been incredibly popular making it one of the most successful ads for Molson in a long time, and winning numerous international and domestic advertising awards. The marketing team for Molson Canadian had to find the theme for the next advertising campaign, and must decide whether to move towards more traditional beer advertising or maintain the non-traditional them of The Rant. (A 9-minute VHS video is available, product 7B01A025 containing Molson's and Labatt's advertisements.)

Molson Canada produced Molson Canadian, Canada's best-selling beer. Canadian's previous advertising campaign "The Rant" had been incredibly popular, making it one of the most successful ads for Molson in a long time and winning numerous international and domestic advertising awards. The marketing team for Molson Canadian must find the theme for the next advertising campaign as well as decide whether to move toward more traditional beer advertising or maintain the nontraditional theme of The Rant.