In our daily lives we are faced with a nearly constant barrage of conflict. We argue our points, access blame, and stand our ground. From time to time we get our egos bruised by others and that makes us want to fight. And in conflicts with prospects, customers, colleagues, partners, friends and family one thing remains consistent - we want to be right. So much so that at times we will argue that we are right even when we are clearly wrong just to save face.