The Art of War

1. “Engage people with what they expect; it is what they are able to discern and confirms their projections. It settles them into predictable patterns of response, occupying their minds while you wait for the extraordinary moment — that which they cannot anticipate.”

2. “Deep knowledge is to be aware of disturbance before disturbance, to be aware of danger before danger, to be aware of destruction before destruction, to be aware of calamity before calamity. Strong action is training the body without being burdened by the body, exercising the mind without being used by the mind, working in the world without being affected by the world, carrying out tasks without being obstructed by tasks.”

3. “Whoever is first in the field and awaits the coming of the enemy, will be fresh for the fight; whoever is second in the field and has to hasten to battle will arrive exhausted.”

4. “There are five dangerous faults which may affect a general: (1) Recklessness, which leads to destruction; (2) cowardice, which leads to capture; (3) a hasty temper, which can be provoked by insults; (4) a delicacy of honor which is sensitive to shame; (5) over-solicitude for his men, which exposes him to worry and trouble.”

5. “The skillful employer of men will employ the wise man, the brave man, the covetous man, and the stupid man. For the wise man delights in establishing his merit, the brave man likes to show his courage in action, the covetous man is quick at seizing advantages, and the stupid man has no fear of death.”

6. “Those who are skilled in combat do not become angered, those who are skilled at winning do not become afraid. Thus the wise win before they fight, while the ignorant fight to win.”

1. Win Without Fighting

The supreme excellence is to subdue the enemy without fighting. In business, this means achieving your objectives through superior strategy, positioning, and preparation rather than direct confrontation. Avoid costly battles by making competition irrelevant through differentiation and strategic advantage.

2. Know Yourself and Know Your Enemy

If you know yourself and your enemy, you need not fear the result of a hundred battles. Conduct honest assessments of your strengths, weaknesses, resources, and capabilities. Study your competitors' strategies, motivations, and vulnerabilities. This knowledge enables better strategic decisions and reduces surprises.

3. Speed and Timing Are Crucial

Rapidity is the essence of war. In competitive environments, speed often matters more than perfection. Act swiftly when opportunities arise, but also know when to wait. The right action at the wrong time fails, while mediocre action at the perfect moment can succeed.

4. Use Deception and Misdirection

All warfare is based on deception. In business, this translates to strategic ambiguity—not revealing your true intentions or capabilities until the optimal moment. Control information flow, use decoy strategies, and misdirect competitors' attention while you build sustainable advantages.

5. Choose Your Battles Wisely

Fight only battles you can win, and avoid fights where victory is costly or uncertain. In business, this means selecting markets, customers, and competitive arenas where you have natural advantages. Retreat from unwinnable situations to preserve resources for better opportunities.