27. When there is much running about and the soldiers fall into rank, it means that the critical moment has come.

奔走而陳兵者期也

Sun Tzu

when a military force is well organized and prepared for battle, it is likely that they are about to enter a critical or decisive moment in the conflict. The “running about” and the soldiers “falling into rank” likely refer to the soldiers organizing themselves and preparing for battle, which indicates that they are ready to engage the enemy.

When a competitor is visibly active and well-organized, it indicates that they are preparing to launch a new campaign or enter a new market.

When a competitor is visibly active and well-organized, it suggests that they are in the process of preparing to launch an aggressive new marketing campaign or enter a new market. This could mean that they have been working on developing new, high-impact products or services, or conducting market research to identify potential target audiences and competitors. It could also mean that they have been building up their internal resources and capabilities, such as their marketing and sales teams, in order to support the launch of the new campaign or entry into the new market. Additionally, they may have been working on creating a strong and compelling message or branding strategy to help them stand out in the market and gain a competitive advantage. All of this activity and organization indicates that they are gearing up for a significant and potentially disruptive move in the market.