The Art of War in its entirety is both useful and meaningful for small businesses. Below, however, are excerpts that are particularly impactful for small-business leaders looking to dominate their markets. Refer back to them frequently for a strategic sanity check.
Standing on the defensive indicates insufficient strength; attacking, a superabundance of strength.
The best policy in war is to attack the enemy’s strategy. The second best way is to disrupt his alliances through diplomatic means. The next best method is to attack his army in the field. The worst policy is to attack walled cities. Attacking cities is the last resort when there is no alternative.1
Numerical weakness comes from having to prepare against possible attacks; numerical strength, from compelling our adversary to make these preparations against us.
You may advance and be absolutely irresistible, if you make for the enemy’s weak points; you may retire and be safe from pursuit if your movements are more rapid than those of the enemy.
When a general, unable to estimate the enemy’s strength, allows an inferior force to engage a larger one, or hurls a weak detachment against a powerful one, and neglects to place picked soldiers in the front rank, the result must be rout.
The control of a large force is the same principle as the control of a few men: it is merely a question of dividing up their numbers.
If, on the other hand, in the midst of difficulties we are always ready to seize an advantage, we may extricate ourselves from misfortune.
For it is precisely when a force has fallen into harm’s way that is capable of striking a blow for victory.
We can form a single united body, while the enemy must split up into fractions. Hence there will be a whole pitted against separate parts of a whole, which means that we shall be many to the enemy’s few.
Question: If the enemy is numerous and is advancing in well-ordered arrays, how are they handled?
Answer: First seize what they care about and they will do as wished.2
If less in number, be capable of defending yourself. And if in all respects unfavorable, be capable of eluding [the enemy]. Hence, a weak force will eventually fall captive to a strong one if it simply holds ground and conducts a desperate defense.3
Be flexible and decide your line of action according to the situation on the enemy side.4