Sun Tzu Business Strategy Quotes & Sayings

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

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

Never venture, never win! — Sun Tzu

If your opponent is of choleric temper, seek to irritate him. Pretend to be weak, that he may grow arrogant. — Sun Tzu

Begin by seizing something which your opponent holds dear; then he will be amenable to your will. — Sun Tzu

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

Unhappy is the fate of one who tries to win his battles and succeed in his attacks without cultivating the spirit of enterprise; for the result is waste of time and general stagnation. — Sun Tzu

He will win who, prepared himself, waits to take the enemy unprepared. — Sun Tzu

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

Let your plans be dark and impenetrable as night, and when you move, fall like a thunderbolt. — Sun Tzu

To begin by bluster, but afterwards to take fright at the enemy's numbers, shows a supreme lack of intelligence. — Sun Tzu

The worst calamities that befall an army arise from hesitation — Sun Tzu

If you do not take opportunity to advance and reward the deserving, your subordinates will not carry out your commands, and disaster will ensue. — Sun Tzu

We are not fit to lead an army on the march unless we are familiar with the face of the country
its mountains and forests, its pitfalls and precipices, its marshes and swamps. — Sun Tzu

Whether in an advantageous position or a disadvantageous one, the opposite state should be always present to your mind. — Sun Tzu

Ground on which we can only be saved from destruction by fighting without delay, is desperate ground. — Sun Tzu

If those who are sent to draw water begin by drinking themselves, the army is suffering from thirst. [One may know the condition of a whole army from the behavior of a single man.] — Sun Tzu

You can be sure of succeeding in your attacks if you only attack places which are undefended. — Sun Tzu

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

Danger has a bracing effect. — Sun Tzu

If his forces are united, separate them. — Sun Tzu

We cannot enter into alliances until we are acquainted with the designs of our neighbors. — Sun Tzu

In the midst of chaos, there is also opportunity — Sun Tzu

Great results, can be achieved with small forces. — Sun Tzu

If there is disturbance in the camp, the general's authority is weak. — Sun Tzu

When an invading force crosses a river in its onward march, do not advance to meet it in mid-stream. It will be best to let half the army get across, and then deliver your attack. — Sun Tzu

The principle on which to manage an army is to set up one standard of courage which all must reach. — Sun Tzu

Who does not know the evils of war cannot appreciate its benefits — Sun Tzu

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

These military devices, leading to victory, must not be divulged beforehand. — Sun Tzu

If he sends reinforcements everywhere, he will everywhere be weak. — Sun Tzu

mystify, mislead, and surprise the enemy — Sun Tzu

So long as victory can be attained, stupid haste is preferable to clever dilatoriness. — Sun Tzu

Rewards for good service should not be deferred a single day. — Sun Tzu

At first, then, exhibit the coyness of a maiden, until the enemy gives you an opening; afterwards emulate the rapidity of a running hare, and it will be too late for the enemy to oppose you. — Sun Tzu

The good fighters of old first put themselves beyond the possibility of defeat, and then waited for an opportunity of defeating the enemy. — Sun Tzu

First lay plans which will ensure victory, and then lead your army to battle; if you will not begin with stratagem but rely on brute strength alone, victory will no longer be assured — Sun Tzu

If we wish to wrest an advantage from the enemy, we must not fix our minds on that alone, but allow for the possibility of the enemy also doing some harm to us, and let this enter as a factor into our calculations. — Sun Tzu

There are not more than five primary colors (blue, yellow, red, white, and black), yet in combination they produce more hues than can ever been seen. — Sun Tzu

Bravery without forethought, causes a man to fight blindly and desperately like a mad bull. Such an opponent, must not be encountered with brute force, but may be lured into an ambush and slain. — Sun Tzu

If you fight with all your might, there is a chance of life; where as death is certain if you cling to your corner — Sun Tzu

You can ensure the safety of your defense if you only hold positions that cannot be attacked. — Sun Tzu

The whole secret lies in confusing the enemy, so that he cannot fathom our real intent. — Sun Tzu

who wishes to fight must first count the cost — Sun Tzu

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

Be stern in the council-chamber, [Show no weakness, and insist on your plans being ratified by the sovereign.] so that you may control the situation. — Sun Tzu

When the common soldiers are too strong and their officers too weak, the result is INSUBORDINATION. — Sun Tzu

When the officers are too strong and the common soldiers too weak, the result is COLLAPSE. — Sun Tzu

Attack is the secret of defense; defense is the planning of an attack. — Sun Tzu

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

Do many calculations lead to victory, and few calculations to defeat — Sun Tzu

When you surround an army, leave an outlet free. Do not press a desperate foe too hard. — Sun Tzu

Conceal your dispositions, and your condition will remain secret, which leads to victory; show your dispositions, and your condition will become patent, which leads to defeat. — Sun Tzu