COUNTERING VULNERABILITY:INFLUENCING DECISION CRITERIA
An inner process stands in need of outward criteria.—LUDWIG WITTGENSTEIN
The Battle of the Ice, between the Republic of Novgorod and the Livonian branch of the Teutonic Knights (mostly Estonians), was fought largely on the surface of frozen Lake Peipus. Nevsky chose the battlefield based on his knowledge of the surrounding terrain and his ability to hide cavalry and reinforcements on the shore of the lake.
In sales, choosing the field of battle is like understanding and influencing the decision criteria so that you take ...