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When the outlook is bright, bring it before their eyes; but tell them nothing when the situation is gloomy.

Sun Tzu

Who does not know the evils of war cannot appreciate its benefits.
SUN TZU

Appreciate Benefit Business Evil Strategy War
Hence that general is skilful in attack whose opponent does not know what to defend; and he is skilful in defense whose opponent does not know what to attack.
SUN TZU

Atack Business Opponent Skill Strategy War
There is no instance of a nation benefitting from prolonged warfare.
SUN TZU

Benefit Nation War
Hence to fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy’s resistance without fighting.
SUN TZU

Battle Business Excellence Fight Strategy War
Therefore, just as water retains no constant shape, so in warfare there are no constant conditions.
SUN TZU

Business Condition Constant Strategy War Water
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
Begin by seizing something which your opponent holds dear; then he will be amenable to your will.
SUN TZU

Battle Business Opponent Strategy War
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.
SUN TZU

Attack Battle Business Combination Strategy War
Rouse him, and learn the principle of his activity or inactivity. Force him to reveal himself, so as to find out his vulnerable spots.
SUN TZU

Business Himself Principle Reveal Strategy War
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
It is only the enlightened ruler and the wise general who will use the highest intelligence of the army for the purposes of spying, and thereby they achieve great results.
SUN TZU

Achievement Army Business Intelligence Strategy War
All warfare is based on deception.
SUN TZU

Deception One Liner War
If ignorant both of your enemy and yourself, you are certain to be in peril.
SUN TZU

Business Enemy Ignorance Strategy War Yourself
Let your plans be dark and impenetrable as night, and when you move, fall like a thunderbolt.
SUN TZU

Business Darkness Fall Planning Strategy Thunder War
Convince your enemy that he will gain very little by attacking you; this will diminish his enthusiasm.
SUN TZU

Attack Convince Enemy Overcome Strategy War
If your opponent is of choleric temper, seek to irritate him. Pretend to be weak, that he may grow arrogant.
SUN TZU

Business Irritation Opponent Strategy War Weakness

When the outlook is bright, bring it before their eyes; but tell them nothing when the situation is gloomy.

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When the outlook is bright, bring it before their eyes; but tell them nothing when the situation is gloomy.

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Popular Authors

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