34. When an army feeds its horses with grain and kills its cattle for food, and when the men do not hang their cooking-pots over the camp-fires, showing that they will not return to their tents, you may know that they are determined to fight to the death.

粟馬肉食軍無懸缻不返其舍者窮宼也

Sun Tzu

When an army is willing to sacrifice its own resources and comforts in order to achieve victory, it is a sign that they are determined to fight to the end. In other words, their determination and willingness to endure hardships shows that they are fully committed to achieving their goal, even if it means making significant sacrifices. This is a powerful psychological advantage in warfare, as it can demoralize and intimidate the enemy.

When a business makes significant investments in a market and forgo short-term gains, it is a sign that the business is determined to succeed, even if it means making sacrifices.

When a business makes significant investments in a market, it means that the business is willing to allocate a large amount of resources, such as money, time, and personnel, to a particular market in order to gain a foothold and establish a presence. This can take many forms, such as investing in research and development to create new products, opening new locations or distribution channels, or acquiring other businesses to expand the company’s reach.

Forgoing short-term gains means that the business is willing to sacrifice immediate profits or benefits in order to achieve its long-term goals. This can include delaying the launch of a product in order to improve its quality, or reducing prices in the short term in order to gain market share and build customer loyalty. In other words, the business is willing to make sacrifices in the present in order to achieve success in the future.

When a business is willing to make these kinds of investments and sacrifices, it is a sign that the business is determined to succeed in the market, even if it means enduring hardships or setbacks along the way. This determination can give the business a competitive advantage, as it can help the business withstand challenges and outcompete its rivals.

An example of a business making significant investments in a market might be a technology company that invests heavily in research and development to create new products and services. This can help the company stay ahead of its competitors and maintain a strong market position, even if it means forgoing short-term profits or incurring large expenses in the process.

Another example of forgoing short-term gains for the sake of long-term success might be a retail company that lowers prices on some of its products in order to attract new customers and build loyalty. Even though this might result in lower profits in the short term, the company is hoping that the increased sales and customer satisfaction will lead to greater success in the long run.