13. With this loss of substance and exhaustion of strength, the homes of the people will be stripped bare, and three-tenths of their incomes will be dissipated;

力屈財殫中原內虛於家百姓之費十去其七

Sun Tzu

Here, Sun Tzu is talking about the effects of war on a society. He is saying that when a society is engaged in a long and difficult war, it will suffer significant losses in terms of both material resources and human lives. As a result, the people’s homes will be left barren and they will lose a significant portion of their income. This loss of substance and exhaustion of strength will make it difficult for the society to recover from the war and rebuild.

When inflation causes prices to rise, people have less purchasing power.

If a society is experiencing high levels of inflation, it will result in a significant strain on consumers. Their homes may be stripped of luxuries and they will lose a significant portion of their purchasing power. This will make it difficult for individuals to purchase products from your business. In addition, the ongoing inflation may lead to further economic instability, which will decrease the purchasing power of their money even further. As a result, since consumers have less purchasing power your business will suffer.