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

Sun Tzu

There are roads which must not be followed, armies which must not be attacked, towns which must not be besieged, positions which must not be contested, commands of the sovereign which must not be obeyed.
SUN TZU

Atatch Business Fight Roads Strategy War
To secure ourselves against defeat lies in our own hands, but the opportunity of defeating the enemy is provided by the enemy himself.
SUN TZU

Business Defeat Enemy Opportunity Strategy War
Build your opponent a golden bridge to retreat across.
SUN TZU

Business Competitor Opponent Strategy War
So in war, the way is to avoid what is strong, and strike at what is weak.
SUN TZU

Avoid Battle Strategy Strike War Weakness
There is no instance of a nation benefitting from prolonged warfare.
SUN TZU

Benefit Nation 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
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
The opportunity of defeating the enemy is provided by the enemy himself.
SUN TZU

Defeat Enemy Himself Opportunity Success 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
The spot where we intend to fight must not be made known; for then the enemy will have to prepare against a possible attack at several different points.
SUN TZU

Attack Business Enemy Fight Strategy War
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
There are not more than five primary colours, yet in combination they produce more hues than can ever been seen.
SUN TZU

Colour Combination Hue Inspirational Produce Seen
One may know how to conquer without being able to do it.
SUN TZU

Conquer Inspirational Life Success
If you know the enemy and know yourself, your victory will not stand in doubt; if you know Heaven and know Earth, you may make your victory complete.
SUN TZU

Earth Enemy Heaven Strategy Victory Yourself
The worst calamities that befall an army arise from hesitation.
SUN TZU

Army Business Hesitation Strategy War Worst
You can be sure of succeeding in your attacks if you only attack places which are undefended.
SUN TZU

Attack Business Defence Strategy Success War
Even the finest sword plunged into salt water will eventually rust.
SUN TZU

Inspirational Philosophy Rust Salt Sword Water
Always mystify, mislead, and surprise the enemy if possible.
SUN TZU

Business Enemy Mislead Strategy Surprise War
When your army has crossed the border, you should burn your boats and bridges, in order to make it clear to everybody that you have no hankering after home.
SUN TZU

Army Bridge Business Home Strategy War
Ultimate excellence lies not in winning every battle, but in defeating the enemy without ever fighting.
SUN TZU

Business Defeat Enemy Excellence Strategy 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
Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.
SUN TZU

Defeat Seek Strategy Victory War Warrior Win
Energy may be likened to the bending of a crossbow; decision, to the releasing of a trigger.
SUN TZU

Business Decesion Energy Release 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
Knowing the enemy enables you to take the offensive, knowing yourself enables you to stand on the defensive.
SUN TZU

Business Defense Enemy Offense Strategy War
He will win who, prepared himself, waits to take the enemy unprepared.
SUN TZU

Business Enemy Himself Strategy War Win
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

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

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

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