---
title: "A Negotiation Expert Says Founders Should Focus on This 1 Key Aspect of a Deal. It’s Not Money"
description: "Negotiation expert Kristen Prinz says the best deals start long before founders sit down at the table."
author: "Ashley Couto"
section: business
published: 2026-10-06T13:34:32.525139+00:00
canonical: https://valorandventures.media/article/d74ee105-11d8-4b93-8e8d-b15bb3e58567
publisher: "Valor & Ventures Media"
source: "Inc."
source_url: https://www.inc.com/ashley-couto/negotiation-expert-startup-founders-focus-deal-money/91412609
access: free
---

# A Negotiation Expert Says Founders Should Focus on This 1 Key Aspect of a Deal. It’s Not Money

*Negotiation expert Kristen Prinz says the best deals start long before founders sit down at the table.*

## Article

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Ashley Couto · Inc.

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Originally published by Inc.: https://www.inc.com/ashley-couto/negotiation-expert-startup-founders-focus-deal-money/91412609