9. If it is possible to make an assault with fire from without, do not wait for it to break out within, but deliver your attack at a favorable moment.

火可發於外無待於內以時發之

Sun Tzu

If it is possible to use fire as a weapon to attack an enemy from the outside, it is better to do so before the enemy has the opportunity to set fire to your own defenses or buildings. This approach allows you to take the initiative and deliver your attack at a time that is most favorable to you, rather than reacting to an attack that has already been launched by the enemy. By acting first, you can potentially gain the upper hand in the conflict and achieve victory more easily.

If external forces are acting on a competitor and have not yet disrupted their business, do not wait for it to affect their business. Instead, launch a campaign against the competitor at a time that is most favorable to your business.

When external forces are acting on a competitor and have not yet disrupted their business, it is an opportunity for you to take advantage of the situation and launch a campaign against the competitor. This could take the form of a marketing campaign, a strategic partnership, or any other action that you believe will give you an advantage over the competition. By acting proactively, you can potentially gain an advantage over the competitor and mitigate any negative impact on your own business.

For example, let’s say that a competitor is facing regulatory challenges that could potentially disrupt their business operations. If you are aware of this situation, you may choose to launch a marketing campaign that positions your business as a more reliable and trustworthy alternative to the competitor. This could help you to capture market share from the competitor and potentially mitigate any negative impact on your own business.