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Double "O" Deal

Published: Aug 24 , 2017
Author: Alan Smith

No figures have been revealed as yet to how much Daniel Craig will get for reprising his James Bond role, which he again claims will be his last time, but I’ve got a feeling he may not need to head for the basics aisle in his local supermarket any time soon.

Bond 25, which will be released in October 2019 under what I hope will be a much catchier title, is the 25th Bond (Dhooh), and Craig’s 5th

I have to say I am a huge fan of Craig. I think he is the best Bond ever and he certainly is the most critically acclaimed and commercially successful actor to have played the role. He has brought a grittiness and marginally more realistic bent to the part, partially driven by the success of other movies in the zeitgeist like Bourne.

Interestingly he said after Spectre he would rather take his own life than reprise his role as 007. Some commentators suggest he may now be regretting those words, as he has confirmed he will play one of literature and movies most enduring characters again.

I suspect that may not be the case as he lugs the suitcases full of cash to the bank.

Being prepared to walk away may prove to be a critical factor in many negotiation situations. Or at least giving the perception that you are prepared to do so.

Now I have no idea if Craig really had decided that Bond for him was no more, or if it was a ploy, but either way it will have done him (and his agent) no harm at all at the deal table.

The reality is that clearly both parties clearly see value in the deal, or they would not have done it. Spectre and it’s even more successful predecessor Skyfall made almost $2 billion dollars.

His complete confidence in both his commercial value and preparedness to walk away is not something many of us as negotiators get to experience, but being a bit more Bond when we get the chance may help shake out a better deal, or at least stir our thought processes into action.

Remember when whenever you are asked for something it clearly has value to the other side. That means you can get something in return for it. You may not always decide to ask for it, but recognize that it does and make the call.

Alan Smith


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Alan Smith

About the author:

Alan Smith
My background is marketing and advertising. After graduating in Economics I entered the agency world to become, at 28, MD of London's largest independent below-the-line marketing provider.

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