1. Lessons from military strategists like Sun Tzu and von Clausewitz can be applied to digital marketing. This includes gaining trust from your team, knowing yourself and your competitors, using multiple marketing channels together (like combined arms in battle), and accepting uncertainty in decision making. 2. Smaller companies can prevail over larger competitors through leadership, geography, technology, strategy/tactics, and discipline rather than focusing solely on attribution modeling. 3. Building a great digital marketing team is more important than creating a perfect attribution model, as humans and war have change little over thousands of years despite technological advances.