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Who wishes to fight must first count the cost

Sun Tzu

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
All warfare is based on deception.
SUN TZU

Deception One Liner War
Rewards for good service should not be deferred a single day.
SUN TZU

Business Goodness Service Strategy War
Who does not know the evils of war cannot appreciate its benefits.
SUN TZU

Appreciate Benefit Business Evil 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
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
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
Attack is the secret of defense; defense is the planning of an attack.
SUN TZU

Atatch Business Planning Secret Strategy War
Conform to the enemy’s tactics until a favorable opportunity offers; then come forth and engage in a battle that shall prove decisive.
SUN TZU

Battle Business Enemy Opportunity Strategy War
Move swift as the Wind and closely-formed as the Wood. Attack like the Fire and be still as the Mountain.
SUN TZU

Attach Courage Fire Inspirational Mountain Revenge War Wind Wood
When you surround an army, leave an outlet free. Do not press a desperate foe too hard.
SUN TZU

Army Business Desperate Leaving Strategy Surround War
To know your Enemy, you must become your Enemy.
SUN TZU

Deep Enemy One Liner War
Be where your enemy is not.
SUN TZU

Enemy One Liner 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
If his forces are united, separate them.
SUN TZU

Business Force Separate Strategy United War
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

Who wishes to fight must first count the cost

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Who wishes to fight must first count the cost

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