At the negotiating table, the pressure we feel from commoditization is both common and pervasive. It can often be crippling because it limits our options. You think less clearly and have a harder time focusing on your goals. As a result, you make bad decisions - based on temporary conditions - that last, in some cases, forever.
Consequences of No Agreement or CNA Analysis gives you the skills needed to neutralize commoditization pressure by quantifying what you have that others don't have that is actually valuable to the customer, and leveraging that value to your negotiating advantage. You must be able to articulate value; it's the only thing that will take the pressure off of price and keep the deal from being reduced to a price war over a commodity product or service.
Listen to Brian Dietmeyer talk about Consequences of No Agreement in this short video.