7. If there is an outbreak of fire, but the enemy’s soldiers remain quiet, bide your time and do not attack.

火發而其兵靜者待而勿攻

Sun Tzu

If an enemy’s soldiers remain quiet or inactive while there is an outbreak of fire (presumably meaning that there is some sort of disturbance or chaos), it may be wise to hold off on attacking and wait for a better opportunity. This could be because the enemy is attempting to lure you into a trap, or because they are waiting for the right moment to counterattack. By biding your time and not attacking prematurely, you can avoid falling into a potentially dangerous situation and instead wait for a more favorable moment to strike.

If there is a disruption in the market, but your competitors remain quiet, bide your time and wait for a better opportunity.

If there is a disruption in the market, but your competitors remain quiet or inactive, hold off on making any major moves and wait for a better opportunity. They may be setting a trap or waiting for the right moment to counter your actions. By taking a measured approach and not reacting prematurely, you can avoid falling into a potentially risky situation and instead position yourself for success.

It is important to carefully assess the actions of your competitors before launching campaigns against them. If they are remaining quiet during a market disruption, this may be because they might have a hidden agenda or strategy that you are not aware of, and reacting prematurely could put your business at a disadvantage.