>Understand the needs of the other person
Is a really important part of negotiation. Nothing to do with Jobs specifically. Don't assume that needs and desires are symmetrical in a negotiation. Sometimes they basically are. But when they aren't, it opens the possibility for win-win scenarios.
And oldies but goodie (and short) book, "Getting to Yes" talks about this. Well worth the read. (And, when I say short, I really do mean very short.)