欲戰者無附於水而迎客
Sun Tzu
A military commander should not engage the enemy at a disadvantageous location, such as near a river that the enemy must cross. The reason for this is that if the commander attacks the enemy before they are able to cross the river, they will lose the advantage of attacking a divided army with half on one side and the other half on the other side of the river. Instead, a wise commander will wait for half of the enemy to cross the river and then attack them when they are vulnerable and a smaller force. This strategy allows the commander to maximize their chances of victory and minimize the risk to their own forces.
A wise business will wait for the right opportunity to enter the market, such as when their competitors are vulnerable or when they have a unique advantage.
A company should not engage with a competitor at a disadvantageous location or time. For example, if a company is trying to enter a new market, they should not rush to compete with established companies at a disadvantage, such as by offering lower prices or inferior products. Instead, a wise company will wait for the right opportunity to enter the market, such as when their competitors are vulnerable or when they have a unique advantage. This strategy allows the company to maximize their chances of success and minimize the risk of failure.