The New Rules of Lead Generation

Calculating the Cost

We can learn another lesson from military history. The great generals knew that sometimes you have to take risks to achieve results. They knew how to use combat tactics to their strategic advantage so that a minimum number of their troops would be lost in securing a military objective.

For example, a general might look at a heavily armed enemy fortress and determine that a full frontal assault on the fortress gates would require 100,000 troops with the potential for 20,000 casualties. However, the general notices a nearby ridge overlooking the fort. The ridge is also occupied by enemy troops, but its defenses are weak. The general foresees that his artillery could soften up the enemy’s defenses on the ridge with a two-day ...