16. While we keep away from such places, we should get the enemy to approach them; while we face them, we should let the enemy have them on his rear.


Sun Tzu

When possible, one should avoid direct conflict and instead try to lure the enemy into disadvantageous positions. For example, if there is a fortified position that would be difficult to attack, one should try to avoid engaging the enemy there, and instead try to maneuver the enemy into attacking that position, so that the enemy is facing the fortifications from the direction that is most difficult to defend. This allows the attacker to have an advantage and potentially win the battle without having to directly engage the enemy in a difficult situation.

While we avoid potentially risky ventures, we should try to entice our competitors into making these mistakes; when we do have to confront them, we should aim to put them in a position where they are at a disadvantage.

Instead of engaging in risky ventures or investments, a company can try to avoid these situations and instead focus on more stable or profitable opportunities. This can help the company avoid potential losses or other negative outcomes. At the same time, the company can try to entice competitors into making risky investments or decisions, potentially putting them at a disadvantage. When direct competition is unavoidable, the goal should be to put the competitor in a position where they are at a disadvantage, such as by making a strategic move that puts them on the defensive. By following this approach, a company can potentially gain an advantage over its competitors and increase its chances of success.