Ugne Fink-Jensen
Founder of Firm&Fair, negotiation agency
Copenhagen, Denmark
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Founder of Firm&Fair, international negotiation agency
Ugne Fink-Jensen is an international business negotiator, tech counsel, and speaker with more than 15 years of experience. She has worked across both SMEs and multibillion-dollar conglomerates, consistently operating at the intersection of technology, business, and law, including as Lead Negotiator on complex tech and digital transformation initiatives.
Today, she supports businesses in navigating strategic deals and strengthening their governance capabilities, with a focus on negotiation excellence, responsible AI, and the advantage of human skills in a technology-driven world. In addition, Ugne works closely across the Microsoft Dynamics ecosystem, supporting partners and contributing to Microsoft-led initiatives such as BC Talent.
Area of Expertise
Topics
Do's and Don'ts for Business Negotiation: From Personal Skills to Organizational Excellence
Extending beyond selling, effective negotiation skills have a direct impact on a business's bottom line. Despite this, negotation skills are often seen as an individual attribute, rather than a collective organizational strength. by enhancing negotiation skills across the company, from specialized professionals to leaders, businesses can elevate their success. join this session for negotiation do's and don'ts to become a business that can negotiates with expertise, and not on autopilot.
10 Pitfalls in Business Negotiation and How to Avoid them
It is a common misconception that leadership is about inspiring employees to follow a vision, while the negotiation is about cutting deals. It could make you think that leaders rarely negotiate. But the reality for most business and tech leaders is that their day-to-day activities involve negotiation in many different ways – motivating employees, resolving disagreements, dealing with strategic customers or suppliers, and cooperating with the board of directors or shareholders. Join the session where we will focus on how to overcome pitfalls in negotiation and excel as a leader that negotiates with expertise, not on autopilot.
Negotiation Advantage For a Tech-Driven World
Negotiation is not a skill reserved for sales or leadership roles. In tech, it is embedded in everyday work across functions: how we align, prioritize, decide, and collaborate.
You negotiate when scoping projects, prioritizing work, aligning expectations, resolving friction across teams, or navigating delivery trade-offs. You negotiate externally with customers, partners, and vendors. And increasingly, you negotiate with technology itself - deciding how much to trust AI, when to rely on it, and where human judgment must remain firmly in control.
In an industry defined by constant change (now accelerated by AI) negotiation is no longer a situational skill. It is an everyday capability that shapes how work gets done, how decisions are made, and how complexity is handled.
This keynote explores negotiation as an everyday advantage in a tech-driven world: what changes when AI joins the team, what remains deeply human, and how stronger negotiation skills lead to better outcomes across organizations.
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