11. The art of war teaches us to rely not on the likelihood of the enemy’s not coming, but on our own readiness to receive him; not on the chance of his not attacking, but rather on the fact that we have made our position unassailable.

故用兵之法無恃其不來恃吾有以待也無恃其不攻恃吾有所不可攻也

Sun Tzu

Sun Tzu is emphasizing the importance of being prepared for war rather than simply hoping that the enemy will not attack. He advises that it is more useful to focus on making one’s own position unassailable, rather than relying on the chance that the enemy will not attack. This means building a strong and resilient position that is difficult for the enemy to challenge or overcome. By doing so, one can better withstand any potential attacks from the enemy and maintain a strategic advantage. Sun Tzu’s advice is that it is better to be prepared for war and have a strong, unassailable position, rather than simply hoping that the enemy will not attack.

Business teaches us to not rely on the assumption that our competitors will not act, but rather to focus on our own readiness to respond to them. We should not hope for the chance that our competitors will not take any action against us, but rather strive to make our position in the market unassailable. 

In the business world, it is important to not make assumptions about the actions of competitors. Instead, businesses should focus on being prepared and ready to respond to any actions that their competitors might take. This means being proactive and anticipating the potential actions that competitors might take, and developing strategies to respond to those actions. For example, if a competitor is planning to launch a new product, a business might develop a competing product or offer a promotion to retain customers. By being prepared and ready to respond, businesses are able to stay competitive and maintain their position in the market.

Additionally, it is important for businesses not to simply hope that their competitors will not take any action against them. This is because in a competitive market, it is likely that competitors will take actions that are designed to challenge the position of other businesses. By striving to make their position in the market unassailable, businesses can build a strong and resilient position that is difficult for competitors to challenge. This might involve diversifying the business’s product or service offerings, building strong customer relationships, or investing in technology and infrastructure. By building an unassailable position in the market, businesses can better withstand the actions of their competitors and maintain their competitive advantage.