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The Split Attention Strategy

Unconventional B2B Strategy #17 1775. Boston lay in the grip of the world’s mightiest empire. British authority seemed absolute. Most colonists still proudly called themselves British subjects. Revolution? Unthinkable. But Samuel Adams saw something others

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The Gen Z General

Unconventional B2B Strategy #16 216 BC. Rome was bleeding. North African general Hannibal Barca just obliterated 50,000 Roman soldiers at Cannae—the worst defeat in Roman history. For 15 long years, Hannibal could not be stopped.

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Control the Dynamic

Unconventional B2B Strategy #15 1941. North Africa. General Wavell finally gained the upper hand against the Germans. The British general had more soldiers, more weapons, more tanks, more supplies, and a heavily fortified position. There

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The Blitz

Unconventional B2B Strategy #14 1818. South Africa. The 12,000-strong Ndwandwe army emerges from the morning mist. Shaka waits with his Zulu army half the size. If Shaka loses here, the Zulu could face extinction. The

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Ethical Espionage

Unconventional B2B Strategy #13 1942. Lisbon. Juan Pujol writes another coded message for the Nazis. English troop movements. Air defenses. Supply routes. At least, that’s what the Germans believe. In reality, Pujol has never stepped

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Selling, Guilt-Free

Know yourself If you’re confident with who you are and know that your intentions are in the right place (that being….for your customers, not just

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Strategic Retreat

Unconventional B2B Strategy #11 In 1934, Mao Zedong’s Red Army faced annihilation. Encircled by Nationalist forces, they were outnumbered and outgunned. Instead of fighting a losing battle, Mao led his army on a grueling 6,000-mile

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Lose to Win

Unconventional B2B Strategy #12 333 B.C. A young king from Greece had just crushed Persia’s forces in Turkey – his first major battle. A shocked Darius III scrambled east towards the safety of his capital

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Weaponize Anxiety

Unconventional B2B Strategy #10 In 1220, the world’s wealthiest trading city stood defiant. Located on the Silk Road in modern-day Uzbekistan, Samarkand, the crown jewel of the Khwarazmian Empire, boasted massive double walls, 110,000 soldiers,

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Arrogance Kills

Unconventional B2B Strategy #9 Northern China. 316 B.C. The Wei army, 100,000 strong, invaded the state of Qi. Wei’s generals believed the conquest would be swift. Sun Pin, Qi’s crippled but brilliant strategist, spotted an

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Leveraging Limitations

Unconventional B2B Strategy #8 In 1588, Philip II of Spain felt righteously invincible. Fueled by fanatical faith, he launched the Spanish Armada—a fleet of 130 massive warships—to crush Elizabeth I and reclaim England for Catholicism.

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Popular Post

Selling, Guilt-Free

Know yourself If you’re confident with who you are and know that your intentions are in the right place (that being….for your customers, not just

Read More »