There are a lot of books and guidelines around “how to win a negotiation”, “how to dominate your counterpart”, “be the alpha male” etc.
I think it’s good to be strong, and you should be able to fight. But there are many more ways to do so than just to destroy or dominate all the others.
I understand, what people intend, when they talk about win-win. But if you think of it, it does not make sense. If you win, the other loses. Especially if you meet a person more than once (and most often you do!), after having lost the first time, they will make sure they win this time and you lose.
It is worthwhile to go beyond and find ways of negotiating, where both sides will be happy. Thus you are seeking sustainable solutions and not dominance.