Siegel, CEO of a sports and music media platform company, shares nine principles for personal and professional advancement centered on figuring out what makes someone else ""tick,"" what motivates them, and what they value, need, and want. To really succeed at negotiation, according to Siegal, it is necessary to determine how the other players define success. This principle lays the foundation for his subsequent maxims-appreciating coworkers and competitors, using your outsider advantage, and ""gathering your inner circle."" By peppering each tip with multiple stories from his long and varied career and challenging personal life, Siegel follows through on his eighth rule-remember who you are and how you got to where you are. He freely admits his mistakes and pulls no punches in this lucid and very readable guide to winning at home and at work.