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Ultimate excellence lies not in winning every battle, but in defeating the enemy without ever fighting.

Sun Tzu

Therefore, just as water retains no constant shape, so in warfare there are no constant conditions.
SUN TZU

Business Condition Constant Strategy War Water
Water shapes its course according to the nature of the ground over which it flows; the soldier works out his victory in relation to the foe whom he is facing.
SUN TZU

Business Nature Soldier Strategy Victory War
What the ancients called a clever fighter is one who not only wins, but excels in winning with ease.
SUN TZU

Ancient Clever Fight Success War Win
If you know yourself but not the enemy, for every victory gained you will also suffer a defeat.
SUN TZU

Business Defeat Enemy Strategy Victory War
The worst calamities that befall an army arise from hesitation.
SUN TZU

Army Business Hesitation Strategy War Worst
Move not unless you see an advantage; use not your troops unless there is something to be gained; fight not unless the position is critical.
SUN TZU

Advantage Business Gain Position Strategy War
There are not more than five primary colours, yet in combination they produce more hues than can ever been seen.
SUN TZU

Colour Combination Hue Inspirational Produce Seen
When the outlook is bright, bring it before their eyes; but tell them nothing when the situation is gloomy.
SUN TZU

Business Eyes Inspirational Situation Strategy War
If his forces are united, separate them.
SUN TZU

Business Force Separate Strategy United War
Anger may in time change to gladness; vexation may be succeeded by content. But a kingdom that has once been destroyed can never come again into being; nor can the dead ever be brought back to life.
SUN TZU

Angry Change Destroy Life Success Time
Attack is the secret of defense; defense is the planning of an attack.
SUN TZU

Atatch Business Planning Secret Strategy War
Wheels of justice gind slow but grind fine.
SUN TZU

Business Justice One Liner Strategy War
If quick, I survive. If not quick, I am lost. This is “death.
SUN TZU

Death Inspirational Lost Quick Strategy War
Never venture, never win!
SUN TZU

Business Strategy Success Venture War Win
Those skilled at making the enemy move do so by creating a situation to which he must conform; they entice him with something he is certain to take, and with lures of ostensible profit they await him in strength.
SUN TZU

Business Creation Enemy Strategy Strength War
There is no instance of a nation benefitting from prolonged warfare.
SUN TZU

Benefit Nation War

Ultimate excellence lies not in winning every battle, but in defeating the enemy without ever fighting.

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Ultimate excellence lies not in winning every battle, but in defeating the enemy without ever fighting.

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