> It's counterproductive to take business conflicts personally.

All conflicts are Personal. It is only when you weigh your response and its consequences to short-term and long-term goals that you start spouting niceties like "It's not Personal; it's just Business". It is a question of balancing emotions vs. rational strategy/tactics; sometimes it suits the circumstances and sometimes it doesn't.

Kautilya/Sun-Tzu/Clausewitz are relevant here.