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If you know yourself but not the enemy, for every victory gained you will also suffer a defeat.

Sun Tzu

Begin by seizing something which your opponent holds dear; then he will be amenable to your will.
SUN TZU

Battle Business Opponent Strategy War
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
The opportunity of defeating the enemy is provided by the enemy himself.
SUN TZU

Defeat Enemy Himself Opportunity Success War
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
Always mystify, mislead, and surprise the enemy if possible.
SUN TZU

Business Enemy Mislead Strategy Surprise War
Know your enemy and know yourself and you can fight a hundred battles without disaster,
SUN TZU

Battle Business Enemy Fight Strategy War
If his forces are united, separate them.
SUN TZU

Business Force Separate Strategy United War
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 may know how to conquer without being able to do it.
SUN TZU

Conquer Inspirational Life Success
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
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
Pretend inferiority and encourage his arrogance.
SUN TZU

Arrogant Encourage Inferior Pretend Strategy War
There are not more than five cardinal tastes, yet combinations of them yield more flavours than can ever be tasted.
SUN TZU

Combination Flavour Inspirational Taste
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
The whole secret lies in confusing the enemy, so that he cannot fathom our real intent.
SUN TZU

Business Confuse Enemy Secret Strategy War
Who does not know the evils of war cannot appreciate its benefits.
SUN TZU

Appreciate Benefit Business Evil Strategy War

If you know yourself but not the enemy, for every victory gained you will also suffer a defeat.

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If you know yourself but not the enemy, for every victory gained you will also suffer a defeat.

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More Sun Tzu Quotes