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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

When the enemy is relaxed, make them toil. When full, starve them. When settled, make them move.
SUN TZU

Enemy Relax Settle Strategy Strave Victory 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
Appear weak when you are strong, and strong when you are weak.
SUN TZU

Appeaarance Deception Inspirational Life Strong Weakness
There is no instance of a nation benefitting from prolonged warfare.
SUN TZU

Benefit Nation War
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
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
Wheels of justice gind slow but grind fine.
SUN TZU

Business Justice One Liner Strategy War
One may know how to conquer without being able to do it.
SUN TZU

Conquer Inspirational Life Success
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
The whole secret lies in confusing the enemy, so that he cannot fathom our real intent.
SUN TZU

Business Confuse Enemy Secret Strategy War
Rewards for good service should not be deferred a single day.
SUN TZU

Business Goodness Service Strategy War
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
Attack him where he is unprepared, appear where you are not expected.
SUN TZU

Appearance Attack Business Expectation Strategy War
Be extremely subtle even to the point of formlessness. Be extremely mysterious even to the point of soundlessness. Thereby you can be the director of the opponent’s fate.
SUN TZU

Fate Mystery Opponent Sound Strategy 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
Do many calculations lead to victory, and few calculations to defeat.
SUN TZU

Business Calculation Defeat Strategy Victory War

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

More Sun Tzu Quotes