Books that influenced me

Pedro Avery
Arena Media

Pedro Avery joined Arena Media in 1997 and is managing director, responsible for leading planning, client management, trading, digital services and new business development. He also holds a pilot's licence.

1. Getting to Yes: Negotiating Agreement without giving in
by Roger Fisher and William L. Ury, published by Random House Business, 1997

This was my first book on negotiation and it proved a tough act to follow as it's still by far the best book I've ever read on the subject. Getting to Yes is the definitive guide to negotiations, however big or small they may be. It made me see negotiation in a new light; as a colleague once told me: "In life you get what you negotiate, not what you deserve."