What makes something non-negotiable? Well, the principle of the thing, it’s the principle of the thing. I’m not going to negotiate on that. Why? Because people won’t negotiate away their principles. They don’t want them undermined. And they don’t want to give them away. And they don’t want to be forced to compromise them.

So when you hear it’s the principle of the thing, know that you might be getting into ground where there’s going to be a lot of resistance going through. What to do? Try to find out what the principle is, and how there might be different ways to meet that principle, or other principles.