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

Sun Tzu

The general who advances without coveting fame and retreats without fearing disgrace, whose only thought is to protect his country and do good service for his sovereign, is the jewel of the kingdom.
SUN TZU

Business Country Fame Kingdom Strategy War
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

Business Death Destroy Life Strategy War
If you wait by the river long enough, the bodies of your enemies will float by.
SUN TZU

Body Enemy Float River Strategy War
If his forces are united, separate them.
SUN TZU

Business Force Separate Strategy United War
You can be sure of succeeding in your attacks if you only attack places which are undefended.
SUN TZU

Attack Business Defence Strategy Success War
It is easy to love your friend, but sometimes the hardest lesson to learn is to love your enemy.
SUN TZU

Enemy Friendship Learning Lesson Love War
To win one hundred victories in one hundred battles is not the acme of skill. To subdue the enemy without fighting is the acme of skill.
SUN TZU

Battle Enemy Fight Strategy Victory Win
If quick, I survive. If not quick, I am lost. This is “death.
SUN TZU

Death Inspirational Lost Quick Strategy 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
When one treats people with benevolence, justice, and righteoousness, and reposes confidence in them, the army will be united in mind and all will be happy to serve their leaders.
SUN TZU

Confidence Justice Mind People Strategy War
Build your opponent a golden bridge to retreat across.
SUN TZU

Business Competitor Opponent Strategy War
Know thy self, know thy enemy. A thousand battles, a thousand victories.
SUN TZU

Battle Business Enemy Strategy Victory War
Know yourself and you will win all battles
SUN TZU

Battle Be Yourself Inspirational One Liner Win Yourself
The art of war is of vital importance to the State. 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.
SUN TZU

Account Death Importance Inquiry Life Neglect Ruin Safety State
One mark of a great soldier is that he fight on his own terms or fights not at all.
SUN TZU

Fight Greatness Philosophy Soldier Strategy War
Pretend inferiority and encourage his arrogance.
SUN TZU

Arrogant Encourage Inferior Pretend Strategy 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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