Win Win is generally the best game to play for. Not only will it produce a good result in the short-term, it builds a relationship so that long-term results are also better. Both parties will be more flexible, helpful and forgiving of problems and errors.

Knowing that both parties are looking for solutions to the needs of the other, as well as their own, gives both sides the authority to be flexible, creative and willing to take risks.

Even situations that might seem not to fit in to a Win Win style can be viewed in this way too. Nobody plays competitive sport to lose €“ if you went out to play football you would expect to be playing a Win Lose game. This is also what people think they are playing for when teams go out to win at all costs using 'fair means or foul'.

Personally I would view this scenario as a Lose Lose, because not only has the team lost any positive relationship with their opponents (who will possibly use similar questionable tactics the next time they play) a win by cheating is of little real value. Matches between the two teams in the future will become a competition of who can cheat the best.

When teams play within the rules they would be disappointed to lose, but would still feel that they had been treated fairly and had enjoyed the competition. This result could certainly be viewed as a Win Win.

There are occasions where other approaches are appropriate. You may be dealing with a supplier where there is a lot of competition in the market and you don't need to build a strong relationship or something may be so valuable to you that you cannot give up that position €“ where playing for Win Lose may be appropriate. At times when it is far more important to you to maintain a relationship and the outcome is much more valuable to the other party than it is to you, it may be appropriate to play for Lose Win.

If your child needed a kidney transplant and there was a kidney available you would probably view this as Win game, because you would not want to think it in the context of anyone else losing. Most situations, however, can be turned around to be Win Win, but Lose Lose is never an appropriate game to play.

Stephen Covey adds to the Win Win game in his book. 'Win Win or No Deal' is very powerful because it tells the other party that if we can not agree an outcome that meets your needs we won't agree to anything. This gives the maximum authority to both parties to be flexible and honest and can lead to creative and highly successful outcomes.