10. When you start a fire, be to windward of it. Do not attack from the leeward.

火發上風無攻下風

Sun Tzu

Sun Tzu is advising the reader to position themselves upwind of a fire when starting it, rather than downwind.

The reason for this is that the wind will carry the smoke and flames in the direction that it is blowing, and if you are upwind of the fire, the smoke and flames will be carried away from you, making it easier to control and extinguish the fire if necessary. On the other hand, if you are downwind of the fire, the smoke and flames will be carried towards you, which can be dangerous and make it more difficult to control the fire.

When you initiate a campaign against a competitor, position yourself to be in control of the direction it takes.

When initiating a campaign against a competitor, it is important to position yourself in a way that allows you to be in control of the direction it takes. This requires careful planning and strategizing, rather than simply reacting to your competitor’s actions.

To be in control of the direction your campaign takes, start by identifying your goals and objectives. Clearly define what you hope to achieve through your campaign, and consider how you will measure success.

Next, research your competitor thoroughly. Understand their strengths and weaknesses, as well as their target market and marketing strategies. This will help you develop a unique selling proposition, which is a key element of any successful campaign. Determine what sets your product or service apart from your competitor’s, and focus on promoting these differences in your marketing efforts.

Finally, plan your approach carefully. Consider the best channels and tactics for reaching your target audience, and create a timeline for executing your campaign. By taking these steps, you can position yourself to be in control of the direction your campaign takes and increase your chances of success.