Krishna completely flips Arjuna's logic from Chapter 1. Arjuna had stated (in verse 6) that he didn't know which was worse: winning or losing. It was a 'lose-lose' scenario. Krishna presents the exact opposite: a 'Win-Win' scenario. If Arjuna dies (hato vā), he dies a martyr executing his Dharma and goes to heaven (prāpsyasi svargaṃ). If he wins (jitvā vā), he gets to enjoy the earth (bhokṣyase mahīm). With both outcomes yielding a positive result, the only logical conclusion is: 'tasmād uttiṣṭha' (therefore, get up) with firm determination (kṛta-niścayaḥ) to fight.