The eternal city. Then, as now, the goal of your divinely inspired quest, though not the only prize.
The crucifix can be mightier than the sword, but that's no reason not to bring the sword.
Money is power. Bribery is more common than combat. Use it wisely.
The Saracens are an ever-looming threat ...
... though not your primary foe. The other crusader kings covet your conquests to add to their power base.
To emerge victorious you must use your nobles and troops to outwit your opponents both diplomatically and militarily.
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“Let those who for a long time, have been robbers, now become knights. Let those who have been fighting against their brothers and relatives now fight in a proper way against the barbarians. Let those who have been serving as mercenaries for small pay now obtain the eternal reward. Let those who have been wearing themselves out in both body and soul now work for a double honor.”
-- Pope Urban II
at Council of Claremont