24. Attack him where he is unprepared, appear where you are not expected.

攻其無備出其不意.

Sun Tzu

Here, Sun Tzu discussed is the idea of attacking your enemy where they are unprepared and appearing where they do not expect you. This means that instead of engaging your enemy head-on in a direct battle, you should seek out their weaknesses and exploit them, using surprise and deception to gain an advantage. This could involve launching an attack on a vulnerable part of your enemy’s defenses, or using a clever tactic to catch them off guard and take them by surprise. Ultimately, the goal of this strategy is to gain an advantage over your enemy and achieve victory in battle.

Attack your competitors where they are unprepared and appear where they do not expect you.

Find and exploit the weaknesses of your competitors in order to gain an advantage in the marketplace. This could involve a number of different tactics, such as launching a new product or service that directly targets a weakness in your competitors’ offerings, or using a clever marketing campaign to steal market share from them. By attacking your competitors where they are unprepared and appearing where they do not expect you, you can gain an advantage and potentially achieve success in the marketplace.

One way to do this is to carefully study your competitors and identify their strengths and weaknesses. This could involve conducting market research, analyzing their products and services, and paying attention to their marketing and sales strategies. Once you have a good understanding of their strengths and weaknesses, you can begin to develop a plan for attacking them where they are unprepared. This could involve launching a new product or service that directly addresses a weakness in their offerings, or using a clever marketing campaign to highlight a weakness and steal market share from them.

Another way to use this strategy is to use surprise and deception to gain an advantage over your competitors. This could involve launching a new product or service in a market where your competitors are not well established, or using a clever marketing campaign to catch them off guard and steal market share from them. By appearing where your competitors do not expect you, you can gain an advantage and potentially achieve success in the marketplace.

Overall, Sun Tzu’s quote is a reminder that in the business world, it is often better to focus on exploiting your competitors’ weaknesses rather than engaging them directly in areas where they are strongest. By attacking them where they are unprepared and appearing where they do not expect you, you can gain an advantage and potentially achieve success in the marketplace.