Attack Success
Sun Tzu said, “You can be sure of succeeding in your attacks if you only attack places which are undefended. You can ensure the safety of your defense if you only hold positions that cannot be attacked. Hence that general is skillful in attack whose opponent does not know what to defend; and he is skillful in defense whose opponent does not know what to attack.”
It seems simple, but if you only attack things that are not defended, you will certainly win. If you only hold very strong places that can't be attacked, you will also win. It is so simple and yet people attack well defended things and try to hold positions that cannot be held. One of the main problems is that people want to think they are strong and invincible. In reality, people must face real facts. Some places can be attacked and others must be avoided.
In business, you should choose to compete in areas that are not defended. These are businesses that you have a technological advantage and that there no direct competitors. You should seek to get market share in places that are easy to get. There are many needs of people that aren't filled. There are small markets that large companies ignore. There is always an opportunity to attack where nobody is defending. There is no reason to have to go head to head with a fierce competitor when you have no money or experience.
What can you defend? A small business can defend something that they have technological or intellectual advantage in. For example, if you have a patent on a new toy or electronic product than that is the high ground. Nobody can take over your position because the law protects you. The law is a way to protect people that work hard and innovate. If the legal part is done right, than there are real possibilities for the patents to protect you. You could also be faced with tons of litigation from big companies that just want to take you apart. Part of choosing the right thing is knowing what industries or niches will not attract a lot of competitors.
Sun Tzu points out that some leaders do not know where to attack or where to defend. If you do not know the answer to this, then you are going to be defeated in some battles. A great general knows where to attack and where to hold position.
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