28. When some are seen advancing and some retreating, it is a lure.

半進半退者誘也

Sun Tzu

Sun Tzu is saying that when some soldiers are seen advancing while others are seen retreating, it is a tactic used to deceive the enemy. This is known as a “lure,” as it is meant to draw the enemy into a trap. Sun Tzu is warning against falling for this tactic, as it can lead to defeat on the battlefield.

When some companies are seen making strides in the market while others are struggling, it could be a tactic to mislead their competitors.

When some companies are seen making significant progress or gains in the market while others are struggling or losing ground, it could be a tactic that the successful companies are using to mislead their competitors. This is known as a “lure,” as it is meant to deceive and mislead the competitors into believing that the successful companies are doing exceptionally well, while the struggling companies are struggling.

This tactic can be used in a number of ways. For example, a company that is doing well in the market may choose to highlight their positive results and downplay any negative aspects of their performance, in order to create a false impression of their success. They may also choose to exaggerate their achievements or hide any potential weaknesses in order to mislead their competitors.

By using this tactic, successful companies can gain an unfair advantage in the competitive business world. They can use the false impression of their success to lure their competitors into making poor decisions, such as investing in a failing venture or over-extending themselves in an effort to keep up with the successful company.

Carefully analyzing the market and the performance of other companies, and not being swayed by any misleading information or tactics that they may use to gain an advantage. By being aware of such tactics, competitors can make more informed and strategic decisions, and avoid being deceived by their rivals.