11. If the enemy has occupied them before you, do not follow him, but retreat and try to entice him away.

若敵先居之引而去之勿從也

Sun Tzu

Sun Tzu is advising against trying to occupy a high and steep terrain that has already been taken by the enemy. Instead, he suggests retreating and trying to lure the enemy away from the terrain, possibly by offering a tempting target or opportunity elsewhere. This strategy is based on the idea that occupying steep and precipitous heights can be difficult and risky, and attempting to do so when the enemy is already in control of the terrain could result in heavy losses or defeat. By using cunning and strategy, Sun Tzu suggests that it is possible to outmaneuver the enemy and gain the upper hand even in challenging circumstances.

If a competitor has already occupied a niche market, do not try to directly compete with them. Instead, try to lure them away from the market.

If a competitor has already established a strong presence in a niche market, it can be risky and difficult to try to directly compete with them by entering the same market. Instead, the business could try to lure the competitor away from the market by offering them a more attractive alternative or opportunity. For example, the business could offer the competitor a partnership or acquisition deal that would provide them with access to new markets, resources, or expertise. Alternatively, the business could launch a new product or service that would be appealing to the competitor’s target audience, potentially drawing customers and market share away from the competitor. By using creative tactics and strategies, a business can attempt to outmaneuver and outcompete its rivals in a niche market.