Negotiation as organisational excellence
NOT A SKILL RESERVED JUST FOR A FEW.
Negotiation is not something only certain people do. It is something every person in your organisation does — every time they align on scope, manage a deadline, push back on a requirement, or try to move a decision forward. When negotiation capability is embedded across your teams — not just in sales or procurement, but in technical, delivery, operational, and corporate functions too — it stops being a skill and starts being a competitive advantage.
We create negotiation advantage across your entire organisation. In the boardrooms and behind the scenes.
Read what our clients say →Our Philosophy
FIRM ON GOALS. FAIR IN PROCESS.
How you negotiate is how you do business. And how you do business determines who wants to do business with you.
Some see negotiation as winning and losing. We don't. We see it as the art of achieving and protecting what matters to you while finding solutions both sides can actually commit to. Relationships are not a soft footnote to business. Relationships are the engine of it.
Being fair is not the same as being soft. You don't have to surrender your position to be respected at the table. You need to hold it firmly and strategically, and demand the same clarity and respect in return. Because for a relationship to be sustainable, there must be value on both sides.
OF COURSE, NOT EVERY COUNTERPART SHARES THE SAME MINDSET.
Some will use pressure tactics, create false urgency, bring ultimatums to the table, or anchor hard and refuse to move. Our approach is built for that too. Knowing how to respond to difficult tactics — calmly, strategically, without abandoning your values — is exactly what we stand for. Firm & Fair is your posture, not your weakness.
This is not the right negotiation agency for everyone.
If you believe negotiation is about dominance, about winning while the other side loses , we are likely not the right fit, and we would rather tell you that now.
But if you believe that the best deals are the ones both sides want to honour, that trust compounds over time, and that how you negotiate shapes who wants to work with you — then we are very much on the same page. Let's talk.
About the Founder
UGNE FINK-JENSEN
The experience behind the approach
15+
Years of international experience
300+
Complex negotiations led
20+
Cultures navigated
Buy & sell
Both sides of the table
"Have you ever seen a truly successful business built on the back of bad deals?Long-term value comes from relationships people want to continue and that starts at the negotiating table."
I'm Ugne Fink-Jensen — international business negotiator, technology and commercial lawyer, certified AI governance professional, and founder of Firm & Fair.
The idea came while leading yet another high-stakes, multimillion negotiation at Maersk Group with a fast-growing Silicon Valley startup. The founders across the table were brilliant inventors — and far less experienced negotiators. I kept thinking how much more value they could have captured with the right person in their corner.
That moment became Firm & Fair. A place where companies, from scaling startups and SMEs to global corporations, get senior negotiation expertise on their side of the table, exactly when they need it. Not every company needs a full-time negotiator. But when you do, we are here to train, advise, and represent your business.
Today, my work focuses on tech-driven organisations — not just negotiating with them, but negotiating about the technology itself. Where commercial ambition, legal complexity, and technical reality all meet at the same table. I work with boards and executives, and equally with the technical and operational teams doing the actual negotiating every day. On either - the buy or the sell side.
A distinctive approach
THREE DOMAINS. ONE NEGOTIATION AGENCY.
Modern negotiations, especially in tech, don't live in a single lane. Every deal has commercial, legal, and technical dimensions, often pulling in different directions at once. Most negotiators are strong in one. We work across all three.
01
Commercial fluency
Understanding what a business actually needs from a deal — beyond the headline terms. This means reading organisational dynamics, commercial models, delivery realities, and operational constraints. Knowing when a trade-off on price is worth it and when it isn't — and why the people in the room want what they say they want.
02
Technical literacy
You cannot negotiate what you don't understand. We speak the language of technology — software development, XaaS solutions, AI systems, data governance, cybersecurity, and complex deliveries. This means we can challenge assumptions, spot risks others miss, and find solutions that are commercially sound and technically real.
03
Legal expertise
Contracts are not just documents — they are the architecture of a relationship, and mostly there to protect you when things go sideways. We bring deep experience in commercial and technology law, risk allocation, and a regulatory landscape that is moving faster than most organisations can track. Especially in AI, where the rules are still being written — and where our certified AI governance expertise becomes a practical advantage at the table.
Your next negotiation
SENIOR EXPERTISE ON YOUR SIDE OF THE TABLE.
One conversation to discover how we can help you reach a better outcome.
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