24. Humble words and increased preparations are signs that the enemy is about to advance. Violent language and driving forward as if to attack are signs that he will retreat.

辭卑而益備者進也辭强而進驅者退也

Sun Tzu

the language and behavior of an enemy can provide clues about their intentions. Specifically, if an enemy uses humble or conciliatory language and appears to be making increased preparations for battle, this may be a sign that they are planning to advance on your position. On the other hand, if an enemy uses violent or aggressive language and seems to be driving forward as if to attack, this could be a sign that they are actually planning to retreat.

Modest language and heightened activity may indicate a competitor's plans to expand. Aggressive language and a push to dominate may signal struggling and potential retreat.

A competitor’s use of modest or humble language, combined with an increase in their activity or preparations, may be indicators that they are planning to expand their operations. This could include entering new markets, launching new products, or increasing their presence in existing markets.

On the other hand, if a competitor is using aggressive or confrontational language and making a strong push to dominate a market, this could be a sign that they are struggling in some way and may be considering retreat. This could include downsizing their operations, cutting back on certain products or services, or exiting a market altogether.

In both cases, paying attention to a competitor’s language and behavior can provide valuable information and insights that can help businesses make strategic decisions and stay ahead of the competition.