12. If you are situated at a great distance from the enemy, and the strength of the two armies is equal, it is not easy to provoke a battle, and fighting will be to your disadvantage.

遠形者勢均難以挑戰戰而不利

Sun Tzu

Sun Tzu is referring to a situation in which both armies are situated on “positions at a great distance from the enemy” ground, which is the last of the “six kinds of terrain” that he discusses. In this situation, Sun Tzu is saying it will be difficult to provoke a battle and that fighting would be to your disadvantage because both armies are equally matched in strength and the distance between them makes it difficult to engage in combat. Sun Tzu is suggesting that it would be better to avoid direct confrontation in this situation and instead look for other ways to gain an advantage or achieve your objectives.

If your business is in a dissimilar market from your competitors, and both companies are equally sized, it will be difficult to enter their market and you would be at a disadvantage.

If your business operates in a dissimilar market from your competitors, and both companies are similarly sized, it can be challenging to enter their market and compete with them. This is because you may not have the same level of expertise or understanding of the market, which can put you at a disadvantage. Additionally, your competitors may already have established relationships and a strong customer base, making it difficult for you to break into the market and gain a foothold. In this situation, it may be beneficial to focus on growing and strengthening your business in your own market before attempting to enter a new, dissimilar one.

If your company is operating in a dissimilar market from that of your competitors, and your company is much larger than the competitors, it will be easier for your company to enter the competitors’ market and you would have an advantage. This is because the larger size of your company would give you more resources and flexibility to adapt to the differences between the two markets, and to understand the needs and preferences of the customers in the competitors’ market. Additionally, the fact that your company is much larger than the competitors could give you a significant advantage in terms of market presence and the ability to compete with the established competitors. In this situation, your company would have an advantage because it would have the resources and flexibility to enter the market and successfully compete with the established competitors.