Why do marketers revel in military jargon? Must we really rally troops to deploy conquest ads or fire quick hits of bleeding-edge apps? Is it not ironic that we call customers “targets” and seek to engineer their empathy in “war rooms?"The hostilities are endless. And it’s not enough to win. Someone must lose. Beating the competitor takes precedence over helping the customer.These metaphors shouldn’t surprise us. Since the dawn of cultural evolution and the age of hunter-gatherers, group against group armed conflict has shaped human evolution. Some estimates indicate that the proportion of the population that died in the wars of typical tribal