6. When fire breaks out inside the enemy’s camp, respond at once with an attack from without.

火發於內則早應之於外

Sun Zhu

When the enemy is distracted or weakened by internal conflict or problems, it is an opportunity for the attacking force to take advantage of the situation and launch an attack. In other words, Sun Tzu is suggesting that the attacking force should take advantage of any opportunity to weaken or disrupt the enemy’s defenses or cohesion, and seize the initiative in the conflict. This strategy is based on the idea that it is easier to defeat an enemy that is distracted or divided, rather than one that is united and focused.

When internal conflicts or problems arise within a competitor, respond at once with a strong campaign.

When internal conflicts or problems arise within a competitor, it can create an opportunity for your company to gain a competitive advantage. To take advantage of this opportunity, it is important to respond quickly and decisively with a strategic move. This might involve launching a new product or service, increasing marketing efforts, or making changes to your business model to better meet the needs of your target market. By being proactive and responsive, your company can position itself to capitalize on the weakness of its competitors and potentially gain an edge in the market.

It is important to carefully assess the situation and determine the best course of action. This might involve analyzing the competitor’s strengths and weaknesses, identifying areas where your company has an advantage, and developing a plan to exploit any vulnerabilities or opportunities that arise. It might also involve seeking input and guidance from key stakeholders, such as employees, customers, or business partners, to ensure that the strategic move is well-informed and well-executed.

Overall, the goal of this strategy is to position your company for success by taking advantage of opportunities that arise due to problems or conflicts within your competitors. By being responsive and proactive, you can strengthen your position in the market and gain a competitive advantage.