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Word Count: 824
Six Principles for Managers The Six Principles from Sun Tzu and the Art of Business 1 Capture Your Market Without Destroying It Generally in war the best policy is to take a state intact to ruin it is inferior to thisFor to win one hundred victories in one hundred battles is not the acme of skill To subdue the enemy without fighting is the acme of skill Sun Tzu Sun Tzu calls this the need to Win-all-without-fighting Since the goal of your business is to survive and prosper you must capture your market However you must do so in such a way that your market is not destroyed in the process A company can do this in several ways such as attacking parts of the market that are underserved or by using a subtle indirect and low-key approach that will not draw a competitors attention or response What should be avoided at all costs is a price-war Research has shown that price attacks draw the quickest and most aggressive responses from competitors as well as leave behind a market drained of profits 2 Avoid Your Competitors Strength and Attack Their Weakness Now an army may be likened to water for just as flowing water avoids the heights and hastens to the lowlands so an army avoids strength and strikes weakness Sun Tzu The Western approach to warfare has spilled over into business competition leading most companies to launch head-on direct attacks against their competitors strongest point This macho approach to business strategy leads to battles of attrition which end up being very costly for everyone involved Instead you should focus on the competitions weakness which maximizes your gains while minimizing the use of resources This by definition increases profits 3 Use Foreknowledge and Deception to Maximize the Power of Business Intelligence Know the enemy and know yourself
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