18. Hiding order beneath the cloak of disorder is simply a question of subdivision; concealing courage under a show of timidity presupposes a fund of latent energy; 

治亂數也勇怯埶也彊弱形也

Sun Tzu

A skilled military commander can use deception and disguise to their advantage. The idea is that by appearing disorganized, a military force can conceal its true intentions and lull its enemies into a false sense of security. Similarly, by appearing timid or afraid, a military force can hide its courage and latent energy, allowing it to surprise its enemies when the time is right. Overall, the quote is emphasizing the importance of using deception and disguise in warfare, and suggesting that a skilled commander can use these tactics to their advantage.

In business, appearing disorganized can conceal true intentions and throw competitors off guard. Appearing timid or afraid can hide courage and latent energy, allowing for surprise.

By appearing disorganized, a business can conceal its true intentions and throw its competitors off guard, making it more difficult for them to predict its actions or anticipate its next moves. This can create confusion and uncertainty among the company’s competitors, giving it a strategic advantage.

Similarly, by appearing timid or afraid, a company can hide its courage and latent energy, allowing it to surprise its competitors when the time is right. This can create a false sense of security among the company’s competitors, who may underestimate the company’s capabilities or resolve. When the company reveals its true strength and courage at the right moment, it can catch its competitors off guard and gain a significant advantage.

Overall, the idea is that by appearing to possess certain qualities, a company can use these appearances to its advantage in achieving its goals. By appearing disorganized, afraid, or weak, a business can conceal its true intentions and abilities, allowing it to surprise its competitors and gain a strategic advantage.