Ask Sun Tzu

Question

Should you expand before the competitor arrives?

Test whether expansion exposes cash, supply, or critical roles first.

Answer

Do not begin with the scarcity of the location. Ask which ordinary shock could break the business after signing. If cash, supply, or a key role remains a single point of failure, validate demand through preorders, a pop-up, or shared space before accepting a long commitment.

Observe before acting

  • How many months of cash remain after expansion
  • Which competitor strength acts directly on your weakness

Original text and reading

Tactical Dispositions · First Make Yourself Invincible

Sun Tzŭ said: The good fighters of old first put themselves beyond the possibility of defeat, and then waited for an opportunity of defeating the enemy. To secure ourselves against defeat lies in our own hands, but the opportunity of defeating the enemy is provided by the enemy himself.

First make yourself impossible to defeat, then wait for the other side to become beatable. Being unbeatable depends on you; being able to win depends on their mistakes.

Tactical Dispositions · Mastery of Defense and Attack

Security against defeat implies defensive tactics; ability to defeat the enemy means taking the offensive. Standing on the defensive indicates insufficient strength; attacking, a superabundance of strength. The general who is skilled in defence hides in the most secret recesses of the earth; he who is skilled in attack flashes forth from the topmost heights of heaven. Thus on the one hand we have ability to protect ourselves; on the other, a victory that is complete.

When you cannot win, defend; when you can, attack. Defend so they cannot find you; attack so they cannot stop you. That way you stay safe and win completely.

When it does not apply, and common misreadings

  • This public exercise cannot replace legal, tax, lease, or financial review.

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