32. If birds gather on any spot, it is unoccupied. Clamor by night betokens nervousness.

鳥集者虛也夜呼者恐也

Sun Tzu

This is a reference to the importance of being aware of one’s surroundings in a military context. The quote is saying that if birds are gathering on a particular spot, it is likely that the area is unoccupied, and therefore safe for soldiers to move through. Additionally, the quote is saying that loud noises at night can indicate that the enemy is anxious or nervous, which can be used to one’s advantage in battle.

If a market appears to be quiet, it may present an opportunity. However, if there is a lot of noise in the market it may be risky to enter.

A quiet market is one where there is little, if any, activity in terms of promotions or discounts. If a market appears to be quiet, it may indicate that there is little competition and therefore an opportunity for a new business to successfully enter. In a quiet market, existing businesses may not be offering many discounts or promotions, which preserves their margins.

A noisy market is one where there is a constant stream of promotions, sales, and discounts from competing businesses. If there is a lot of noise in the market, it may indicate that there is a high level of competition and that existing businesses are relying heavily on discounts and promotions to attract customers. With this heavy competition and constant use of discounts, profit margins can be very tight in a noisy market. This can make it risky for a new business to enter the market and still be profitable, as it may be difficult to compete with the existing businesses on price.

Without the need for constant discounts and promotions, businesses in a quiet market may be able to sell their products or services at full price and potentially earn higher profits. In contrast, a noisy market may be characterized by a lot of competition and a need for constant discounts and promotions, which can erode profit margins and make it difficult for businesses to earn a significant profit. As a result, a quiet market is a more attractive and profitable option for businesses looking to enter a market or grow their existing operations.