4. When an invading force crosses a river in its onward march, do not advance to meet it in mid-stream. It will be best to let half the army get across, and then deliver your attack.


Sun Tzu

Sun Tzu suggests that it is best to wait for the enemy to cross a river and become vulnerable before launching an attack. By allowing half of the enemy’s army to cross the river, the attacking force can take advantage of the enemy’s weakened position and potentially gain the upper hand in the battle. Sun Tzu’s advice highlights the importance of patience and strategic planning in warfare, rather than rushing into battle without considering the consequences.

When a competitor enters your market, do not rush to confront them head-on. It will be best to let them establish a foothold and then launch your counter-attack.

It is important to let a competitor establish a foothold in the market before launching a counter-attack for several reasons. By allowing the competitor to enter the market and establish a presence, you can gain valuable information about their strengths and weaknesses. This can help you identify potential vulnerabilities that you can target in your own marketing campaign, allowing you to effectively counter the competitor’s efforts and gain the upper hand in the market. Additionally, if you act too soon and confront the competitor head-on before they have established a presence, you may not have enough information about their business to develop an effective marketing strategy. This can put you at a disadvantage and make it harder to compete effectively. Overall, allowing a competitor to enter the market and establish a foothold can be a valuable opportunity to gather information and plan a counter-attack that targets their weaknesses.