22. The rising of birds in their flight is the sign of an ambuscade. Startled beasts indicate that a sudden attack is coming.

鳥起者伏也獸駭者覆也

Sun Tzu

Sun Tzu is saying that the behavior of birds and beasts can be a sign of an impending ambush or attack. Specifically, the rising of birds in flight indicates that the enemy is getting into position to attack, while the behavior of startled beasts indicates that the enemy is making a sudden attack. By paying attention to these natural signals, a commander can anticipate and prepare for an enemy ambush or attack.

Incremental product changes from a competitor indicates they're positioning themselves to advance in a market.  Sudden introduction of many new products from a competitor indicates that they are aggressively targeting the market with the goal of dominating it.

When a competitor makes incremental changes to their products, it may indicate that they are carefully strategizing and positioning themselves to advance in a market. This could mean that they are testing new features or making small improvements to their existing products in order to gain an edge over their competitors. By making these changes gradually and testing their effectiveness, they can gain valuable insights and fine-tune their approach to better suit the market.

On the other hand, the sudden introduction of many new products from a competitor could indicate that they are aggressively targeting the market with the goal of dominating it. This could mean that they have made significant investments in research and development and are now launching a full suite of new products in order to gain a foothold in the market and push out their competitors. This approach can be risky, as it requires a large investment and may not always succeed, but if it does, it can lead to rapid market growth and increased market share for the competitor.

In either case, it is important for companies to monitor their competitors and stay aware of market trends in order to stay competitive. This can involve conducting market research, analyzing competitor behavior, and keeping track of product developments in order to identify opportunities and potential threats. By staying on top of these factors, companies can make informed decisions and take appropriate action to maintain their competitive position in the market.