At the front of the curve are the early adopters, these are the people who are playing with new ideas in the culture, they are not people who are trying to preserve old ideas. If you are selling, get the value proposition identified and sell to the value. Sell to the customers problem, solve the problem, and then ask for the money, no negotiation required. Now if you are buying then it’s the other side of the coin. As a buyer you have to work out how much you want to spend, what the value to you is and then tell the supplier how much you want to spend, no negotiation required.