Skip to the content

Directions EMEA 2022

10 Pitfalls in Business Negotiation and How to Avoid them

Date: 10-11-2022 | From: 15:00 to 15:45 | Room: Hall Y5

It is a common misconception that leadership is about inspiring employees to follow a vision, while the negotiation is about cutting deals. It could make you think that leaders rarely negotiate. But the reality for most business and tech leaders is that their day-to-day activities involve negotiation in many different ways – motivating employees, resolving disagreements, dealing with strategic customers or suppliers, and cooperating with the board of directors or shareholders. Join the session where we will focus on how to overcome pitfalls in negotiation and excel as a leader that negotiates with expertise, not on autopilot.


Ugne Fink-Jensen

Ugne Fink-Jensen


Bio: As an international tech lawyer and business negotiator, Ugne is on a mission to help business leaders make better deals. Ugne‘s in-depth understanding of the Microsoft industry dates back to 2010-2014, when she headed the legal department of 1ClickFactory. After that, she worked as a lead negotiator at the multi-billion corporation AP. Moller-Maersk, where she negotiated complex and high-stake IT and tech contracts. Today Ugne is a founder of Legal4Partners, a consulting firm helping Microsoft partners mitigate risks, and Firm&Fair, a global business negotiation agency. Due to her solid experience, real-life insights, and high-energy presentations, Ugne inspires (Microsoft) business leaders to rethink their current approach to contracting and make deals driven by expertise, not on autopilot.