A Smarter War
I heard an account executive once use the phrase “Don’t fight the alligator in the water” to describe how he would change a sales conversation with customers to play to his strengths. The idea is to get the alligator out of the water and onto your turf where you at least stand a fighting chance. This is a very simple concept yet very difficult to execute because the temptation is to want to fight anywhere, to want to argue head to head.
