Sun Tzu – The Art Of War 1.22

If your opponent is of choleric temper, seek to irritate him. Pretend to be weak, that he may grow arrogant.

Sun Tzu’s “The Art of War” is a timeless classic that offers insights and strategies that are applicable in various areas of life, including business. In particular, Sun Tzu’s approach to dealing with opponents can be very useful in business, where competition is often fierce.

One of the key principles that Sun Tzu advocates is to understand the temperament and mindset of one’s opponent. In particular, if your opponent is of a choleric temper, meaning they are easily provoked to anger or aggression, then you should seek to irritate them. By doing so, you can cause them to lose their cool and make mistakes, which can give you an advantage.

At the same time, Sun Tzu also advises that you should pretend to be weak in order to make your opponent feel arrogant. This can help to create a false sense of security for your opponent, making them more vulnerable to your attacks.

In the context of business, this principle can be applied in various ways. For example, if you are competing with a company that is known for being easily provoked, you might consider taking actions or making statements that are likely to irritate them. This could include releasing products that are similar to theirs or publicly criticizing their business practices. By doing so, you may be able to provoke them into making mistakes or taking actions that are not in their best interests.

Similarly, by appearing to be weak or vulnerable, you may be able to lure your opponent into making assumptions about your capabilities or intentions. This can create an opportunity for you to surprise them with unexpected moves or strategies, catching them off guard and giving you an advantage.

Overall, Sun Tzu’s advice to seek to irritate opponents who are of a choleric temper and to pretend to be weak in order to make them feel arrogant are valuable strategies that can be applied in various contexts, including the world of business. By understanding the psychology of your opponents and leveraging their weaknesses, you can gain an advantage and increase your chances of success.