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Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories by John Golden

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19BATTLE OF THE ICEALEXANDER NEVSKY VERSUSTHE TEUTONIC KNIGHTS (1242)

COUNTERING VULNERABILITY:INFLUENCING DECISION CRITERIA

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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 ...

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