> As a negotiator aspiring to excellence, you must, at all costs, avoid showing need. In order to avoid showing need, you must never feel it. I cannot say this enough: You do not need this deal.

Isn't this a contradiction? Because why would someone be negotiating in the first place if they weren't needy in some sort of way? On top of this though, they care about the negotiation so much that they read this annoyingly long guide and obsess over "not showing need"

Isn't suffering through this guide itself a sign of neediness?