Sun Tzu is advising against underestimating one’s opponents. He is saying that those who fail to carefully consider the strengths and weaknesses of their opponents are likely to be defeated by them. In other words, he is emphasizing the importance of being strategic and thoughtful in military conflict, rather than assuming that one’s own forces are inherently superior to those of the enemy.
Those who fail to carefully consider the capabilities of their rivals and dismiss them as insignificant are setting themselves up for failure.
In any competitive environment, whether in business, sports, or military conflict, underestimating one’s opponents can be a dangerous mistake. By failing to carefully assess the capabilities and strategies of rivals, a company or individual risks being caught off guard and outperformed by more prepared and strategic competitors.
For example, imagine a business that is competing in a crowded market with many established rivals. If this company fails to carefully analyze the strengths and weaknesses of its competitors, it may underestimate the potential threat they pose. As a result, the company may not invest enough in marketing, product development, or other areas that are necessary to compete effectively. As a result, the company may be outperformed by its rivals and lose market share to them.
On the other hand, a company that takes the time to carefully assess its competitors and develop strategies to counter their strengths and exploit their weaknesses is more likely to succeed in the market. By being aware of the potential challenges and opportunities posed by its rivals, such a company can make more informed decisions and develop more effective strategies for success.
Overall, it’s important to be strategic and thoughtful in business competition, rather than simply assuming that one’s own company is inherently superior to its rivals. By carefully considering the capabilities of competitors, a business can avoid being caught off guard and outperformed by them.