The Fallacy of Win-Win?

Stephen Covey wrote some years back about the virtue of striving for a win win in negotiation.  He talked about working towards a balance between consideration and courage to get to an outcome which suits everyone.  I’m still dubious.  If negotiation is needed at all there is no win win without compromise, and in a lot of business and personal negotiations, that compromise is usually surrendered by the person with the least positional power.  How do we overcome the positional verses personal power dilemma?  How different it would be if we could flip a switch and look at ourselves and our negotiations from a position of personal power and not need to com-promise, but to all work towards the “promise of comm-unity"?