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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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29BATTLE OF GRAVELINESTHE BRITISH ROYAL NAVY VERSUS THESPANISH ARMADA (1588)

ON BALANCING EFFICIENCY AND EFFECTIVENESS

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Efficiency is doing things right; effectiveness is doing the right things.—PETER DRUCKER

 

The small village of Gravelines, near Calais, France, saw the decisive battle of the Spanish Armada against the British Navy. The British ships were better armed and more maneuverable, so the British commanders decided to change the rules of naval warfare. Prior to that time, guns were used to support ramming and grappling. The British decided to use them to destroy Spanish gun crews and sink Spanish ships by keeping up an unrelenting ...

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