When I took negotiating back at Harvard Business School, I remember my professor going through the mathematical proof from game theory that demonstrates that the best generic strategy is simply "tit-for-tat." You treat others as they treat you. Initially, you treat others as you would have them treat you because you assume they also understand good strategy and will return the favor. However, if in return, they try to take advantage of you, you must respond in kind. However, as this approach realizes, many people do not know what is good for them.