30. So in war, the way is to avoid what is strong and to strike at what is weak.

兵之形避實而擊虛

Sun Tzu

In warfare, it is best to avoid confronting an enemy’s strong points and instead focus on attacking their weak points. By doing this, you can maximize your chances of success and minimize your risks. This strategy is often referred to as the “indirect approach” and is based on the idea that it is better to outmaneuver and outsmart your opponent rather than trying to overpower them directly.

It is often more effective to focus on exploiting an competitor's weaknesses rather than trying to compete directly with their strengths.

The “indirect approach” in business refers to a strategy that involves identifying and exploiting a competitor’s weaknesses rather than trying to compete directly with their strengths. This approach is often more effective because it allows you to gain an advantage and increase your chances of success without having to engage in a direct and potentially costly head-to-head competition.

For example, imagine that you are a small clothing company competing against a larger, well-established rival. Rather than trying to compete with them on price, quality, or selection, you might instead focus on a niche market that they are not currently serving. By offering unique, specialized products that cater to a specific group of consumers, you can gain a foothold in the market and attract customers who are looking for something different. This indirect approach allows you to differentiate yourself from the competition and build a loyal customer base without having to engage in a direct price war or other forms of competition.