How to Give Time a Crescendo Effect in Negotiations
A practical conversation with Mark Davies on the Crescendo Effect and how time pressure builds, distorts judgement, and can be managed to improve negotiation outcomes.
What We Explored in This Episode
In this episode of The Negotiation Club Podcast, Philip Brown (Founder of The Negotiation Club) is joined by negotiation trainer Mark Davies to explore a frequently underestimated force in negotiation: time pressure.
The conversation centres on what Mark refers to as the Crescendo Effect—the rising tension, anxiety, and discomfort that builds as deadlines approach and decisions feel increasingly urgent.
Understanding the Crescendo Effect
Mark explains that the Crescendo Effect is not unique to negotiation. It is a familiar human response to approaching deadlines, similar to the pressure many people experience before exams or critical milestones.
Early on, when time feels abundant, decision-making is calm and considered. As the deadline draws closer, pressure intensifies, confidence can drop, and the risk of rushed or reactive decisions increases.
In negotiations, this rising pressure can quietly shift behaviour, often without negotiators realising it.
How Time Pressure Distorts Decision-Making
A key insight from the discussion is that unmanaged time pressure narrows thinking. As the Crescendo Effect builds, negotiators may:
- Concede too quickly
- Focus on short-term relief rather than long-term value
- Miss creative options that require patience
Mark emphasises that recognising the presence of time pressure—both in yourself and in the other party—is the first step to regaining control.
Using the Crescendo Effect Strategically
The episode also explores how experienced negotiators can work with the Crescendo Effect rather than being driven by it. By anticipating pressure points and preparing responses in advance, negotiators can slow the conversation down, resist unnecessary urgency, and make more deliberate choices.
When managed well, time pressure does not have to lead to poor outcomes. In fact, it can be used to sharpen focus and support better decision-making.
Turning Time Pressure into Practice
To practise managing the Crescendo Effect, start by identifying where time pressure exists in your current or upcoming negotiations.
Ask yourself:
- What deadlines are real, and which are perceived?
- How does my behaviour change as time runs out?
- Where might the other party feel pressure I can observe but not amplify?
A dedicated Negotiation Card on the Crescendo Effect has been created to help practitioners practise recognising and managing time pressure in a controlled setting. The card is designed to build awareness and improve decision-making under stress—before it matters in real negotiations.