Most people are wary of conflict, whether in their private lives or in business, though we all know that differences of opinion are inevitable. Few, however, consider that the conflict could be resolved with a positive outcome, both for the parties concerned and for the industry. In order to achieve what is known in game theory as a win-win situation, it is important to establish the rules for the process well in advance, and to have an independent person leading the process who will consistently guide the parties towards compromise. This is known as mediation, and the person leading the process is the mediator. One feature of this method, which is widely used in English-speaking and Western European countries, is that the mediator is not allowed to give advice or even suggest a solution; the role of the mediator is solely to guide the parties to a joint solution by getting at their real intentions. Whether a solution is reached depends on the readiness of the two parties to compromise. The aim of the mediator is not to reach an agreement at all costs, but to find a solution that incorporates the interests of both parties.