I have had a copy of Sun Tzu’s the art of war for years and every time I read it I keep thinking ‘this is all about marketing’ (In fact its about making good decisions…)
But the problem is the text is just too confusing. So I’m going through the book and replacing terms like ‘war’ for ‘marketing’.
As you will see, it makes for easier reading and greater comprehension. To give you an anchor point, I’ve put the original text adjacent to my hacked version, this way you can see if I’m keeping to the correct interpretation.
Laying Plans. Understand the mechanisms of your marketing plan and use these carefully.
Waging a campaign. when you decide to go for it, be agile and don’t get caught in a ‘siege’ situation
| SUN TZU ON THE ART OF MARKETING
THE OLDEST MARKETING TREATISE IN THE WORLD Translated from the Chinese By LIONEL GILES, M.A. (1910) and hacked by NICK GARNER [This is the basic text of Sun Tzu on the Art of Marketing. It was extracted from Mr. Giles' complete work as titled above. The commentary itself, which, of course includes this work embedded within it, has been released This is being released only as an adjunct to that work, which contains a wealth of commentary upon this text.] The Art of Marketing has 13 chapters. You can click on the Chapter Number to go to that chapter directly. |
SUN TZU ON THE ART OF WAR
THE OLDEST MILITARY TREATISE IN THE WORLD Translated from the Chinese By LIONEL GILES, M.A. (1910) [This is the basic text of Sun Tzu on the Art of War. It was extracted from Mr. Giles' complete work as titled above. The commentary itself, which, of course includes this work embedded within it, has been released as suntzu10.txt (or suntzu10.zip). This is being released only as an adjunct to that work, which contains a wealth of commentary upon this text.] The Art of War has 13 chapters. You can click on the Chapter Number to go to that chapter directly. |
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| I. LAYING PLANS | I. LAYING PLANS | |
| 1. Sun Tzu said: The art of marketing is of vital importance to the Business. | 1. Sun Tzu said: The art of war is of vital importance to the State. | |
| 2. It is a matter of success or ruin, a road either to safety or to ruin. Hence it is a subject of inquiry which can on no account be neglected. | 2. It is a matter of life and death, a road either to safety or to ruin. Hence it is a subject of inquiry which can on no account be neglected. | |
| 3. The art of marketing, then, is governed by five constant factors, to be taken into account in one’s deliberations, when seeking to determine the conditions obtaining in the marketplace. | 3. The art of war, then, is governed by five constant factors, to be taken into account in one’s deliberations, when seeking to determine the conditions obtaining in the field. | |
| 4. These are: (1) The Moral Law; (2) Heaven; (3) Earth; (4) The Commander; (5) Method and discipline. | 4. These are: (1) The Moral Law; (2) Heaven; (3) Earth; (4) The Commander; (5) Method and discipline. | |
| 5,6. The Moral Law causes the people to be in complete accord with the product or service, so that they will buy these services or products, regardless of their wealth, undismayed by any fear. | 5,6. The Moral Law causes the people to be in complete accord with their ruler, so that they will follow him regardless of their lives, undismayed by any danger. | |
| 7. Heaven signifies market needs and market cycles. | 7. Heaven signifies night and day, cold and heat, times and seasons. | |
| 8. Earth comprises market demographics, costs, liabilities and the geography of the marketplace. | 8. Earth comprises distances, great and small; danger and security; open ground and narrow passes; the chances of life and death. | |
| 9. The Commander stands for the brand, its virtues and relationship with the consumer. | 9. The Commander stands for the virtues of wisdom, sincerely, benevolence, courage and strictness. | |
| 10. By method and discipline are to be understood the marshalling of the resources in its proper subdivisions, the mechanics of the marketing machine, the maintenance of systems by which marketers can work and the control of market expenditure. | 10. By method and discipline are to be understood the marshaling of the army in its proper subdivisions, the graduations of rank among the officers, the maintenance of roads by which supplies may reach the army, and the control of military expenditure. | |
| 11. These five heads should be familiar to every leader: he who knows them will be victorious; he who knows them not will fail. | 11. These five heads should be familiar to every general: he who knows them will be victorious; he who knows them not will fail. | |
| 12. Therefore, in your deliberations, when seeking to determine the market conditions, let them be made the basis of a comparison, in this wise:– | 12. Therefore, in your deliberations, when seeking to determine the military conditions, let them be made the basis of a comparison, in this wise:– | |
| 13. (1) Which of the two products are imbued with the Moral law? (2) Which of the two market leaders has most ability? (3) With whom lie the advantages derived from Heaven and Earth? (4) On which side is discipline most rigorously enforced? (5) Which has more resources? (6) On which side are team more highly trained? (7) In which resources is there the greater constancy both in commitment and resource? | 13. (1) Which of the two sovereigns is imbued with the Moral law? (2) Which of the two generals has most ability? (3) With whom lie the advantages derived from Heaven and Earth? (4) On which side is discipline most rigorously enforced? (5) Which army is stronger? (6) On which side are officers and men more highly trained? (7) In which army is there the greater constancy both in reward and punishment? | |
| 14. By means of these seven considerations I can forecast market share or defeat. | 14. By means of these seven considerations I can forecast victory or defeat. | |
| 15. The leader that hearkens to my advice and acts upon it, will conquer: let such a one be retained in command! The leader that hearkens not to my advice nor acts upon it, will suffer defeat:–let such a one be dismissed! | 15. The general that hearkens to my counsel and acts upon it, will conquer: let such a one be retained in command! The general that hearkens not to my counsel nor acts upon it, will suffer defeat:–let such a one be dismissed! | |
| 16. While heading the profit of my advice, avail yourself also of any helpful circumstances over and beyond the ordinary rules. | 16. While heading the profit of my counsel, avail yourself also of any helpful circumstances over and beyond the ordinary rules. | |
| 17. According as circumstances are favorable, one should modify one’s plans. | 17. According as circumstances are favorable, one should modify one’s plans. | |
| 18. All marketing is based on storytelling. | 18. All warfare is based on deception. | |
| 19. Hence, when able to approach, we must seem understanding; when using our resources, forces, we must seem active; when we are near, we must make the customer believe we are their friend, when far away, we must make him believe we care. | 19. Hence, when able to attack, we must seem unable; when using our forces, we must seem inactive; when we are near, we must make the enemy believe we are far away; when far away, we must make him believe we are near. | |
| 20. Hold out baits to entice the customer. Build a bridge to them, and go for closure. | 20. Hold out baits to entice the enemy. Feign disorder, and crush him. | |
| 21. If your competitor is secure at all points, be prepared for him. If he is in superior strength, evade him, try a niche they don’t bother with. | 21. If he is secure at all points, be prepared for him. If he is in superior strength, evade him. | |
| 22. If your competitor is aggressive, seek to irritate him. Pretend to be weak, that he may grow arrogant. | 22. If your opponent is of choleric temper, seek to irritate him. Pretend to be weak, that he may grow arrogant. | |
| 23. If your competitor is complacent, give him no rest. If his forces are united, target niches where he is asleep. | 23. If he is taking his ease, give him no rest. If his forces are united, separate them. | |
| 24. Approach him where he is unprepared, appear where you are not expected. | 24. Attack him where he is unprepared, appear where you are not expected. | |
| 25. These market tactics, leading to market share, must not be divulged beforehand. | 25. These military devices, leading to victory, must not be divulged beforehand. | |
| 26. Now the company who wins a market, makes many calculations in his marketing plan, ere the marketshare is won. The leader who loses a marketshare makes but few calculations beforehand. Thus do many calculations lead to market share, and few calculations to defeat: how much more no calculation at all! It is by attention to this point that I can foresee who is likely to win or lose. | 26. Now the general who wins a battle makes many calculations in his temple ere the battle is fought. The general who loses a battle makes but few calculations beforehand. Thus do many calculations lead to victory, and few calculations to defeat: how much more no calculation at all! It is by attention to this point that I can foresee who is likely to win or lose. |
| II. WAGING A CAMPAIGN | II. WAGING WAR | |
| 1. Sun Tzu said: In the operations of marketing, where there are in the field a thousand competitors, with the resources of vast multinational enterprises. Such is the cost of being active in certain market sectors. | 1. Sun Tzu said: In the operations of war, where there are in the field a thousand swift chariots, as many heavy chariots, and a hundred thousand mail-clad soldiers, with provisions enough to carry them a thousand li, the expenditure at home and at the front, including entertainment of guests, small items such as glue and paint, and sums spent on chariots and armor, will reach the total of a thousand ounces of silver per day. Such is the cost of raising an army of 100,000 men. | |
| 2. When you engage in an actual marketing campaign for market share and progress is long in coming, then the team’s morale will dampen and fresh thinking will dissipate. If you undersell a competitor, you will exhaust your profits. | 2. When you engage in actual fighting, if victory is long in coming, then men’s weapons will grow dull and their ardor will be damped. If you lay siege to a town, you will exhaust your strength. | |
| 3. Again, if the campaign is protracted, the resources of the business will not be equal to the strain. | 3. Again, if the campaign is protracted, the resources of the State will not be equal to the strain. | |
| 4. Now, when your team is weary, your campaign lacklustre , your strength exhausted and your budget spent, other competitors will spring up to take advantage of your extremity. Then no man, however wise, will be able to avert the consequences that must ensue. | 4. Now, when your weapons are dulled, your ardor damped, your strength exhausted and your treasure spent, other chieftains will spring up to take advantage of your extremity. Then no man, however wise, will be able to avert the consequences that must ensue. | |
| 5. Thus, though we have heard of stupid haste in marketing, cleverness has never been seen associated with long delays. | 5. Thus, though we have heard of stupid haste in war, cleverness has never been seen associated with long delays. | |
| 6. There is no instance of a company having benefited from prolonged defensive marketing in the face of a consumer revolt.. | 6. There is no instance of a country having benefited from prolonged warfare. | |
| 7. It is only one who is thoroughly acquainted with the foibles of marketing that can thoroughly understand the profitable way of carrying it on. | 7. It is only one who is thoroughly acquainted with the evils of war that can thoroughly understand the profitable way of carrying it on. | |
| 8. The skilful executive does not simply throw money at the problem, neither does he recycle do poorly executed campaigns | 8. The skillful soldier does not raise a second levy, neither are his supply-wagons loaded more than twice. | |
| 9. Use your personal experience, but also take ideas from agencies and 3rd parties since they will have a different outlook to you. Thus you will have new creative thinking. | 9. Bring war material with you from home, but forage on the enemy. Thus the army will have food enough for its needs. | |
| 10. Poor marketing campaigns with a lack of local management control and a heavy usage of resource will cause your budgets to be depleted without a solid ROI. | 10. Poverty of the State exchequer causes an army to be maintained by contributions from a distance. Contributing to maintain an army at a distance causes the people to be impoverished. | |
| 11. On the other hand, the proximity of a strong local competitor causes competition to heat up and prices to drop. | 11. On the other hand, the proximity of an army causes prices to go up; and high prices cause the people’s substance to be drained away. | |
| 12. When your market is too competitive, the consumer will grow complacent and will resist price rises. | 12. When their substance is drained away, the peasantry will be afflicted by heavy exactions. | |
| 13,14. With this loss of resource and market complacency you will end up with a ‘commodity’ brand and margins will grow tighter. | 13,14. With this loss of substance and exhaustion of strength, the homes of the people will be stripped bare, and three-tenths of their income will be dissipated; while government expenses for broken chariots, worn-out horses, breast-plates and helmets, bows and arrows, spears and shields, protective mantles, draught-oxen and heavy wagons, will amount to four-tenths of its total revenue. | |
| 15. Hence a wise marketer makes a point of picking niche markets your competitor has been complacent with. One competitors customer is worth 2 ‘normal’ ones. This is because that customer has made a determined decision and will be an advocate of yours. | 5. Hence a wise general makes a point of foraging on the enemy. One cartload of the enemy’s provisions is equivalent to twenty of one’s own, and likewise a single picul of his provender is equivalent to twenty from one’s own store. | |
| 16. Now in order to win market share, our team must be roused and energised; that there may be advantage from winning share, they must have their rewards. | 16. Now in order to kill the enemy, our men must be roused to anger; that there may be advantage from defeating the enemy, they must have their rewards. | |
| 17. Therefore in capturing market share, when ground has been taken, those responsible who took the first. should be rewarded Competitora who want to work with you should be welcomed. | 17. Therefore in chariot fighting, when ten or more chariots have been taken, those should be rewarded who took the first. Our own flags should be substituted for those of the enemy, and the chariots mingled and used in conjunction with ours. The captured soldiers should be kindly treated and kept. | |
| 18. This is called, using the conquered competitor to augment one’s own strength. | 18. This is called, using the conquered foe to augment one’s own strength. | |
| 19. In marketing, then, let your great object be market share, not lengthy campaigns. | 19. In war, then, let your great object be victory, not lengthy campaigns. | |
| 20. Thus it may be known that the leader of markets is the arbiter of the consumers perspective, the brand on whom it depends whether the market shall be in peace or in peril. | 20. Thus it may be known that the leader of armies is the arbiter of the people’s fate, the man on whom it depends whether the nation shall be in peace or in peril. | |
| III. APPROACH BY STRATAGEM | III. APPROACH BY STRATAGEM | |
| 1. Sun Tzu said: In the practical art of marketing, the best thing of all is to take the competitors market whole and intact; to do negative marketing and create resentment is not so good. So, too, it is better to recapture a market entire than to destroy it, to capture a segment, a niche or a small percentage of share than to try and negatively sell. |
1. Sun Tzu said: In the practical art of war, the best thing of all is to take the enemy’s country whole and intact; to shatter and destroy it is not so good. So, too, it is better to recapture an army entire than to destroy it, to capture a regiment, a detachment or a company entire than to destroy them. |
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| 2. Hence to fight and conquer in all your markets is not supreme excellence; supreme excellence consists in winning the consumers love through authenticity and thinking ‘customer first’. |
2. Hence to fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy’s resistance without fighting. |
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| 3. Thus the highest form of leadership is to balk the competitors plans; the next best is to prevent the junction of the competitors resources; the next in order is to attack the competitors market head on and the worst policy of all is to negatively campaign and price cut. |
3. Thus the highest form of generalship is to balk the enemy’s plans; the next best is to prevent the junction of the enemy’s forces; the next in order is to attack the enemy’s army in the field; and the worst policy of all is to besiege walled cities. |
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| 4. The rule is, not to negatively campaign or price cut aggressively if it can possibly be avoided. | 4. The rule is, not to besiege walled cities if it can possibly be avoided. The preparation of mantlets, movable shelters, and various implements of war, will take up three whole months; and the piling up of mounds over against the walls will take three months more. |
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| 5. The adgitator, unable to control his irritation, will launch his resources on the assault like swarming ants, with the result that one-third of his budget is wasted, while the town still remains untaken. Such are the disastrous effects of a mis times market assault. |
5. The general, unable to control his irritation, will launch his men to the assault like swarming ants, with the result that one-third of his men are slain, while the town still remains untaken. Such are the disastrous effects of a siege. |
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| 6. Therefore the skillful marketeer wins over the competitors market without any budget wastage; he wins their allegiance without ‘spamming them’ or doing loss leaders: he wins the market without lengthy operations. |
6. Therefore the skillful leader subdues the enemy’s troops without any fighting; he captures their cities without laying siege to them; he overthrows their kingdom without lengthy operations in the field. |
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| 7. With his resources intact he will dispute the mastery of the marketplace, and thus, without wasting resource, his triumph will be complete. This is the method of marketing by stratagem. |
7. With his forces intact he will dispute the mastery of the Empire, and thus, without losing a man, his triumph will be complete. This is the method of attacking by stratagem. |
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| 8. It is the rule in marketing, if our resources are ten to the competitors one, to surround him; if five to one, to approach him; if twice as numerous, to divide our resources into two and go niches. |
8. It is the rule in war, if our forces are ten to the enemy’s one, to surround him; if five to one, to attack him; if twice as numerous, to divide our army into two. |
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| 9. If equally matched, we can take them on; if slightly inferior in resource or offering , we can avoid the competitor’s core marketplace; if quite unequal in every way, we can avoid attacking this segment. |
9. If equally matched, we can offer battle; if slightly inferior in numbers, we can avoid the enemy; if quite unequal in every way, we can flee from him. |
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| 10. Hence, though an obstinate fight may be made by a small campaign, in the end it must be captured by the larger operator. |
10. Hence, though an obstinate fight may be made by a small force, in the end it must be captured by the larger force. |
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| 11. Now the leader is the bulwark of the business; if the bulwark is complete at all points; the business will be strong; if the bulwark is defective, the business will be weak. |
11. Now the general is the bulwark of the State; if the bulwark is complete at all points; the State will be strong; if the bulwark is defective, the State will be weak. |
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| 12. There are three ways in which a chief executive can bring misfortune upon his business:– |
12. There are three ways in which a ruler can bring misfortune upon his army:– |
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| 13. (1) By commanding the resources to advance or to retreat, being ignorant of the fact that it is not agile. This is called hobbling your resources. |
13. (1) By commanding the army to advance or to retreat, being ignorant of the fact that it cannot obey. This is called hobbling the army. |
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| 14. (2) By attempting to govern his resources in the same way as he administers a other functions of his business. This causes restlessness in the marketeers minds. |
14. (2) By attempting to govern an army in the same way as he administers a kingdom, being ignorant of the conditions which obtain in an army. This causes restlessness in the soldier’s minds. |
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| 15. (3) By employing executives without discrimination, through ignorance of the marketing function. This shakes the confidence of the team. |
15. (3) By employing the officers of his army without discrimination, through ignorance of the military principle of adaptation to circumstances. This shakes the confidence of the soldiers. |
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| 16. But when the a marketing team is restless and distrustful, trouble is sure to come from the other competitors. This is simply bringing anarchy into the business, and flinging market share away. |
16. But when the army is restless and distrustful, trouble is sure to come from the other feudal princes. This is simply bringing anarchy into the army, and flinging victory away. |
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| 17. Thus we may know that there are five essentials for winning market share: (1) He will win who knows when to campaign and when (2) He will win who knows how to handle both superior (3) He will win whose team is animated by the same (4) He will win who, prepared himself, waits to take (5) He will win who has market resource and is |
17. Thus we may know that there are five essentials for victory: (1) He will win who knows when to fight and when (2) He will win who knows how to handle both superior (3) He will win whose army is animated by the same (4) He will win who, prepared himself, waits to take (5) He will win who has military capacity and is |
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| 18. Hence the saying: If you know the customer and know yourself, you need not fear the result of a hundred campaigns. If you know yourself but not the customer, for every market share gained you will also suffer a defeat. If you know neither the customer nor yourself, you will succumb in every campaign. |
18. Hence the saying: If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle. |
| IV. TACTICAL DISPOSITIONS | IV. TACTICAL DISPOSITIONS | |
| 1. Sun Tzu said: The good marketeers of old first put themselves beyond the possibility of defeat, and then waited for an opportunity of wining market share. |
1. Sun Tzu said: The good fighters of old first put themselves beyond the possibility of defeat, and then waited for an opportunity of defeating the enemy. |
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| 2. To secure ourselves against defeat lies in our own hands, but the opportunity of defeating the competitor is provided by the competitor himself. |
2. To secure ourselves against defeat lies in our own hands, but the opportunity of defeating the enemy is provided by the enemy himself. |
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| 3. Thus the good marketer is able to secure himself against failure, but cannot make certain of winning market share from the competitor. | 3. Thus the good fighter is able to secure himself against defeat, but cannot make certain of defeating the enemy. |
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| 4. Hence the saying: One may know how to win market share without being able to do it. |
4. Hence the saying: One may know how to conquer without being able to do it. |
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| 5. Security against failure implies defensive tactics; ability to win market share means taking the offensive. |
5. Security against defeat implies defensive tactics; ability to defeat the enemy means taking the offensive. |
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| 6. Standing on the defensive indicates insufficient resource; attacking a new market, a superabundance of strength. | 6. Standing on the defensive indicates insufficient strength; attacking, a superabundance of strength. |
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| 7. The marketer who is skilled in defense holds competitors at bay; he who is skilled in attaking new markets, flashes forth from the topmost heights of heaven. Thus on the one hand we have ability to protect ourselves; on the other, a conquering ofmarket share that is complete. |
7. The general who is skilled in defense hides in the most secret recesses of the earth; he who is skilled in attack flashes forth from the topmost heights of heaven. Thus on the one hand we have ability to protect ourselves; on the other, a victory that is complete. |
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| 8. To win market share only when it is within the ken of the common herd is not the acme of excellence. |
8. To see victory only when it is within the ken of the common herd is not the acme of excellence. |
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| 9. Neither is it the acme of excellence if you fight and conquer and the whole company says, “Well done!” |
9. Neither is it the acme of excellence if you fight and conquer and the whole Empire says, “Well done!” |
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| 10. To lift an autumn hair is no sign of great strength; to see the sun and moon is no sign of sharp sight; to hear the noise of thunder is no sign of a quick ear. |
10. To lift an autumn hair is no sign of great strength; to see the sun and moon is no sign of sharp sight; to hear the noise of thunder is no sign of a quick ear. |
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| 11. What the ancients called a clever marketer is one who not only wins, but excels in winning with ease. |
11. What the ancients called a clever fighter is one who not only wins, but excels in winning with ease. |
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| 12. Hence his marketing victories bring him neither reputation for wisdom nor credit for courage. |
12. Hence his victories bring him neither reputation for wisdom nor credit for courage. |
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| 13. He wins his campaigns by making no mistakes. Making no mistakes is what establishes the certainty of market share, for it means conquering an competitor that is already defeated. |
13. He wins his battles by making no mistakes. Making no mistakes is what establishes the certainty of victory, for it means conquering an enemy that is already defeated. |
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| 14. Hence the skillful marketer puts himself into a position which makes defeat impossible, and does not miss the moment for defeating the competitor. |
14. Hence the skillful fighter puts himself into a position which makes defeat impossible, and does not miss the moment for defeating the enemy. |
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| 15. Thus it is that in marketing the victorious strategist only seeks confrontation after the market share has been won, whereas he who is destined to defeat first fights and afterwards looks for market share. |
15. Thus it is that in war the victorious strategist only seeks battle after the victory has been won, whereas he who is destined to defeat first fights and afterwards looks for victory. |
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| 16. The consummate leader cultivates the moral law, and strictly adheres to method and discipline; thus it is in his power to control success. |
16. The consummate leader cultivates the moral law, and strictly adheres to method and discipline; thus it is in his power to control success. |
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| 17. In respect of marketing method, we have, firstly, Measurement; secondly, Estimation of quantity; thirdly, Calculation; fourthly, Balancing of chances; fifthly, market share. |
17. In respect of military method, we have, firstly, Measurement; secondly, Estimation of quantity; thirdly, Calculation; fourthly, Balancing of chances; fifthly, Victory. |
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| 18. Measurement owes its existence to Earth; Estimation of quantity to Measurement; Calculation to Estimation of quantity; Balancing of chances to Calculation; and winning market share to Balancing of chances. |
18. Measurement owes its existence to Earth; Estimation of quantity to Measurement; Calculation to Estimation of quantity; Balancing of chances to Calculation; and Victory to Balancing of chances. |
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| 19. A victorious marketing campaign opposed to a routed one, is as a pound’s weight placed in the scale against a single grain. |
19. A victorious army opposed to a routed one, is as a pound’s weight placed in the scale against a single grain. |
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| 20. The onrush of a conquering markeing campaign is like the bursting of pent-up waters into a chasm a thousand fathoms deep. |
20. The onrush of a conquering force is like the bursting of pent-up waters into a chasm a thousand fathoms deep. |
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| V. ENERGY | V. ENERGY | |
| 1. Sun Tzu said: The control of a large campaign budget is the same principle as the control of a small one: it is merely a question of dividing up the numbers. |
1. Sun Tzu said: The control of a large force is the same principle as the control of a few men: it is merely a question of dividing up their numbers. |
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| 2. Campaigning with large resources under your command is nowise different from fighting with a small one: it is merely a question of instituting signs and signals. |
2. Fighting with a large army under your command is nowise different from fighting with a small one: it is merely a question of instituting signs and signals. |
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| 3. To ensure that your whole host may withstand the brunt of the competitors campaign and remain unshaken– this is effected by maneuvers direct and indirect. |
3. To ensure that your whole host may withstand the brunt of the enemy’s attack and remain unshaken– this is effected by maneuvers direct and indirect. |
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| 4. That the impact of your resources may be like a grindstone dashed against an egg–this is effected by the science of weak points and strong. |
4. That the impact of your army may be like a grindstone dashed against an egg–this is effected by the science of weak points and strong. |
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| 5. In all campaigning, the direct method may be used for head on campaigning, but indirect methods will be needed in order to secure market share. |
5. In all fighting, the direct method may be used for joining battle, but indirect methods will be needed in order to secure victory. |
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| 6. Indirect tactics, efficiently applied, are inexhaustible as Heaven and Earth, unending as the flow of rivers and streams; like the sun and moon, they end but to begin anew; like the four seasons, they pass away to return once more. |
6. Indirect tactics, efficiently applied, are inexhaustible as Heaven and Earth, unending as the flow of rivers and streams; like the sun and moon, they end but to begin anew; like the four seasons, they pass away to return once more. |
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| 7. There are not more than five musical notes, yet the combinations of these five give rise to more melodies than can ever be heard. |
7. There are not more than five musical notes, yet the combinations of these five give rise to more melodies than can ever be heard. |
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| 8. There are not more than five primary colors (blue, yellow, red, white, and black), yet in combination they produce more hues than can ever been seen. |
8. There are not more than five primary colors (blue, yellow, red, white, and black), yet in combination they produce more hues than can ever been seen. |
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| 9. There are not more than five cardinal tastes (sour, acrid, salt, sweet, bitter), yet combinations of them yield more flavors than can ever be tasted. |
9. There are not more than five cardinal tastes (sour, acrid, salt, sweet, bitter), yet combinations of them yield more flavors than can ever be tasted. |
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| 10. In marketing, there are not more than two methods of securing market share–the direct and the indirect; yet these two in combination give rise to an endless series of maneuvers. |
10. In battle, there are not more than two methods of attack–the direct and the indirect; yet these two in combination give rise to an endless series of maneuvers. |
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| 11. The direct and the indirect lead on to each other in turn. It is like moving in a circle–you never come to an end. Who can exhaust the possibilities of their combination? |
11. The direct and the indirect lead on to each other in turn. It is like moving in a circle–you never come to an end. Who can exhaust the possibilities of their combination? |
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| 12. The onset of a big marketing campaign is like the rush of a torrent which will even roll stones along in its course. |
12. The onset of troops is like the rush of a torrent which will even roll stones along in its course. |
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| 13. The quality of decision is like the well-timed swoop of a falcon which enables it to strike and destroy its victim. |
13. The quality of decision is like the well-timed swoop of a falcon which enables it to strike and destroy its victim. |
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| 14. Therefore the good marketer will be agressive in his onset, and prompt in his decision. |
14. Therefore the good fighter will be terrible in his onset, and prompt in his decision. |
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| 15. Energy may be likened to the bending of a crossbow; decision, to the releasing of a trigger. |
15. Energy may be likened to the bending of a crossbow; decision, to the releasing of a trigger. |
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| 16. Amid the turmoil and tumult of a campaign, there may be seeming disorder and yet no real disorder at all; amid confusion and chaos, your array may be without head or tail, yet it will be proof against failure. |
16. Amid the turmoil and tumult of battle, there may be seeming disorder and yet no real disorder at all; amid confusion and chaos, your array may be without head or tail, yet it will be proof against defeat. |
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| 17. Simulated disorder postulates perfect discipline, simulated fear postulates courage; simulated weakness postulates strength. |
17. Simulated disorder postulates perfect discipline, simulated fear postulates courage; simulated weakness postulates strength. |
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| 18. Hiding order beneath the cloak of disorder is simply a question of subdivision; concealing courage under a show of timidity presupposes a fund of latent energy; masking strength with weakness is to be effected by tactical dispositions. |
18. Hiding order beneath the cloak of disorder is simply a question of subdivision; concealing courage under a show of timidity presupposes a fund of latent energy; masking strength with weakness is to be effected by tactical dispositions. |
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| 19. Thus one who is skillful at keeping the competitor on the move maintains deceitful appearances, according to which the competitor will act. He sacrifices something, that the competitor may snatch at it. |
19. Thus one who is skillful at keeping the enemy on the move maintains deceitful appearances, according to which the enemy will act. He sacrifices something, that the enemy may snatch at it. |
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| 20. By holding out baits, he keeps the competitor unwary; then with a carefully planned strike, he lies in wait for him. |
20. By holding out baits, he keeps him on the march; then with a body of picked men he lies in wait for him. |
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| 21. The clever combatant looks to the effect of combined energy, and does not require too much from individuals. Hence his ability to pick out the right ideas and utilize combined energy. |
21. The clever combatant looks to the effect of combined energy, and does not require too much from individuals. Hence his ability to pick out the right men and utilize combined energy. |
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| 22. When he utilizes combined energy, his ideas and actions become as it were like unto rolling logs or stones. For it is the nature of a log or stone to remain motionless on level ground, and to move when on a slope; if four-cornered, to come to a standstill, but if round-shaped, to go rolling down. |
22. When he utilizes combined energy, his fighting men become as it were like unto rolling logs or stones. For it is the nature of a log or stone to remain motionless on level ground, and to move when on a slope; if four-cornered, to come to a standstill, but if round-shaped, to go rolling down. |
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| 23. Thus the energy developed by a good marketing capaign is as the momentum of a round stone rolled down a mountain thousands of feet in height. So much on the subject of energy. |
23. Thus the energy developed by good fighting men is as the momentum of a round stone rolled down a mountain thousands of feet in height. So much on the subject of energy. |
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