16. When the enemy’s men were scattered, they prevented them from concentrating; even when their forces were united, they managed to keep them in disorder.

卒離而不集兵合而不齊

Sun Tzu

When the enemy’s forces were scattered, the good leader prevented them from regrouping and forming a cohesive force. This could be achieved through various tactics, such as using deception to mislead the enemy, dividing their forces, or attacking key points of concentration to disrupt their organization. By disrupting the enemy’s ability to regroup, the speaker’s army would be able to maintain the upper hand in the battle and make it more difficult for the enemy to mount an effective defense or offense. Overall, the quote suggests that the speaker’s army is skilled at using strategy and tactics to take advantage of the enemy’s weaknesses and maintain an advantage in battle.

When our competitors' campaigns are scattered and disorganized, we should work to prevent them from forming a more cohesive campaign. Even when they are able to regroup, we should aim to keep their campaigns in disarray and off balance.

A business should actively work to disrupt and disorganize its competitors marketing or advertising campaigns in order to maintain an advantage in the market. By using various tactics such as deception, division, or attacks on key areas of strength, the company can create confusion and chaos among the competition, making it more difficult for them to launch a cohesive and effective campaign. Overall, the quote suggests that the company should be proactive in using strategy and tactics to take advantage of the competition’s weaknesses and maintain its advantage in the market.

Here are some possible strategies that the speaker’s company could use to achieve this goal:

  1. Deceptive tactics: The company could use false or misleading information to mislead its competitors, causing them to waste time and resources on ineffective campaigns.
  2. Dividing the competition’s resources: The company could work to divide its competitors’ resources, such as by offering more attractive terms to key partners or suppliers, or by launching a campaign that draws attention away from the competition’s efforts.
  3. Attacking key areas of strength: The company could target its competitors’ areas of strength, such as by launching a counter-campaign that undermines the competition’s message or by launching a competing product in the same market.

Overall, the quote suggests that the speaker’s company is skilled at using strategy and tactics to take advantage of the competition’s weaknesses and maintain an advantage in the market. By disrupting and disorganizing the competition’s campaigns, the company is able to maintain the upper hand and make it more difficult for the competition to mount an effective response.