In the twenty-first century, the world has witnessed an unprecedented surge in the acceptability of entrepreneurship as a career. It is getting widely popular as a career option for youngsters and middle-aged people to solve societal problems and add significant value to the customers’ experience. Right from an idea to the execution and growth of an enterprise, entrepreneurship entails several steps and processes leading to the desired outcomes. Thus, it calls for unique skillsets by entrepreneurs. However, in each phase of entrepreneurship—from idea to the opportunity, from the opportunity to the business plan, from the business plan to funding the venture, from funding the venture to launching, growing and ending the venture—the entrepreneur needs to connect, communicate and empathize with the counterpart to set up, run and grow the entrepreneurial venture.

Specially, as mentioned, communication has a very crucial role to play in the entrepreneurial success of any venture. The important aspects of communication, such as, influence, persuasion and ability to convince others, are highly essential. The structured and polished approach to understand and apply such an advanced communication skill is recognized as negotiation. Thus, the art of negotiation is pivotal to the success of any entrepreneurial venture.

The book encompasses the entrepreneurs’ specific issues, dilemmas and complex situations in the VUCA environment. Various types and levels of negotiations are conducted between the parties involved to safeguard the mutual interests, goals and long-term relationships. Right from the beginning of startup idea to the exit of the venture involves several negotiation-based planning, strategies, tactics and description of cases in relation to competitors, suppliers, creditors, distributors, wholesalers, retailers, customers, government entities, civil societies, regulatory systems, international agencies and so on. Such varied forms of negotiation led to the venture creation, growth, expansion, diversification and, eventually, the successful exit of the venture in the longer run.

Negotiation skills are a universal requirement. However, the nature of problems differs for the entrepreneurs, unlike senior executives with limited authority and confined area of operations. Entrepreneurs are the highest risk takers in any business context. They are the ones who are going to lose entirely if the entrepreneurial venture fails.