This is all great advice especially at the 101 level. At the 201 level, you can start to skip a lot of these formalities by straightening out the information asymmetry and really having a crisp position on the value exchange.

- Your #1 goal should actually be knowing the top of the range of what this role is worth in the market. Once you figure that out, the whole "don't say the first number" rule is BS. Set expectations at the high water mark and then your job isn't to negotiate on salary; it's to negotiate if you're worth it

- Now that you know the maximum price this role (or product, or service -- it's all the same!) can be set to, you need to convince the other side that you deliver the requisite amount of value to justify the price. Like the article said, talk about your impact. Your BATNA. Your opportunity cost. All of these things are real and support why you are worth it

Once you transition from negotiating on price alone to negotiating ROI, everything changes. Try your best to solve the asymmetry, set the price and move on, find your leverage, and then make a compelling case. That's how you win