15. Hence a wise general makes a point of foraging on the enemy. One cartload of the enemy’s provisions is equivalent to twenty of one’s own, and likewise a single picul of his provender is equivalent to twenty from one’s own store.


Sun Tzu

Sun Tzu is emphasizing the importance of foraging for supplies from the enemy during times of war. He is saying that taking supplies from the enemy is more effective than relying on one’s own supplies, as one cartload of enemy provisions is worth 20 times as much as one’s own. In other words, it is better to take supplies from the enemy than to try to provide for oneself.

Therefore, a wise business leader makes a point of taking market share from competitors. It is better to take market share from the competition than to try and develop a new market.

A wise business leader understands the value of taking market share from competitors. By focusing on gaining market share from existing competitors rather than trying to create a new market, a business can quickly grow its own market share and increase its revenues and profits. This approach is often more cost-effective and less risky than trying to create a new market from scratch. Additionally, by taking market share from competitors, a business can also weaken its competitors and gain a competitive advantage in the market. To successfully take market share from competitors, a business must have a clear understanding of the market and its competitors, as well as a well-defined strategy for gaining market share. This may involve offering better products or services, pricing strategies, marketing efforts, or other tactics. Overall, taking market share from competitors can be a powerful way for a business to grow and succeed in the market.