2. Hence to fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy’s resistance without fighting.

是故百戰百勝非善之善者也不戰而屈人之兵善之善者也

Sun Tzu

Sun Tzu is saying that the ultimate form of excellence in warfare is not just being able to win battles, but being able to defeat the enemy without having to fight at all.

Being able to outmaneuver or outsmart your rivals, rather than simply defeating them head-on, is the mark of a truly skilled and successful business.

A successful business is not defined solely by its ability to defeat its competitors in direct competition, but rather by its ability to outmaneuver or outsmart them through creative and strategic thinking. This can involve finding unique solutions to problems that are not being addressed by other businesses in the market, or anticipating and counteracting the moves of competitors. To do this effectively, a business must have a deep understanding of the market and the customer needs and preferences within it, as well as a willingness to think outside the box and take calculated risks. By utilizing these strategies, a business can gain a competitive advantage and position itself for long-term success, rather than simply trying to win every battle.