“The whole secret lies in confusing the enemy, so that he cannot fathom our real intent.”

Success in warfare is gained by carefully accommodating ourselves to the enemy’s purpose.

Knowing the enemy enables you to take the offensive, knowing yourself enables you to stand on the defensive.

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

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

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.

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.

Move swift as the Wind and closely-formed as the Wood. Attack like the Fire and be still as the Mountain.

Attack him where he is unprepared, appear where you are not expected.

To secure ourselves against defeat lies in our own hands, but the opportunity of defeating the enemy is provided by the enemy himself.

Great results, can be achieved with small forces.

Rouse him, and learn the principle of his activity or inactivity. Force him to reveal himself, so as to find out his vulnerable spots.

Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.

Do many calculations lead to victory, and few calculations to defeat.

Know thy self, know thy enemy. A thousand battles, a thousand victories.

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

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

The more knowledge you have, the more you’re free to rely on your instincts.

When your why is big enough you will find your how.

I wanted to have a global company, so I chose a global name.

Great results, can be achieved with small forces.

Failure is simply the opportunity to begin again, this time more intelligently.

If you don’t want to lose, you should wait for the right opportunity

Innovation comes in many ways.

If you’re not doing some things that are crazy, then you’re doing the wrong things.