Strategy and Tactics for Business Success
The world of entrepreneurship is full of challenges and paradoxes, where every step along the way can determine success or failure. The Art of War, Sun Tzu’s legendary treatise on military strategy and tactics, goes beyond warfare to serve as a source of wisdom applicable to leadership, business, and entrepreneurship.
In this article, we will explore how each of the 13 chapters of The Art of War aligns with the different stages of an entrepreneur’s journey, highlighting the paradoxes they face and the essential lessons that turn challenges into opportunities. If you’re an entrepreneur or planning to start a business, this strategic approach will help you better understand the competitive landscape and develop a winning mindset.
1. The Evaluation (計篇) – Knowing Yourself and the Market
Jumping in without knowing where you stand—it’s like leaping into an abyss without a parachute. Terrifying, right? Yet many entrepreneurs make the fatal mistake of rushing into business without taking the time to analyze their environment, resources, or even their own capabilities. It’s one of life’s great ironies: the urgency to start often leads straight to failure.
Sun Tzu reminds us, with a tone almost dripping in irony, that knowing yourself is just as crucial as knowing your competition. Over two thousand years ago, a Chinese military genius had already nailed this truth to the wall: if you don’t understand the battlefield, how do you expect to win the war? In the world of business, this translates to one simple rule—market analysis and deep self-awareness are your first shields against chaos.
So before you jump into the arena, take a step back to research, assess, and plan. A solid foundation is the key to a winning strategy. Don’t be the one who leaps without looking—only to land flat on the ground!
2. Initiating Hostilities (作戰篇) – Taking the First Step
Now, let’s talk about that never-ending excuse that holds so many people back: “It’s not the perfect time yet.” Sound familiar? You spend hours, days, or even months fine-tuning every detail, and by the time you finally feel ready, the opportunity has already slipped away. It’s like waiting for a time machine to bring back the perfect moment, while real life speeds past you.
Ancient wisdom, passed down from a strategist who mastered the art of conflict, slyly suggests that true learning comes from action. Who wants to hear a story where perfection is the main character? The best stories come from trial and error—diving in, prototyping, making mistakes, and most importantly, improving along the way.
The lesson here is crystal clear: don’t wait for perfection—dare to take that first step! In entrepreneurship, as in life, action is the best teacher. So if you have an idea, set it in motion. Start, experiment, fail, and try again. Because in this game, the ones who act are the ones who move forward.
3. Offensive Strategy (謀攻篇) – Don’t Compete, Dominate
Let’s keep analyzing. This is one of the juiciest truths for any entrepreneur: success isn’t about endlessly fighting for the same slice of the pie—it’s about finding your own unique space where you can shine without battling in the same league as everyone else. How many times have you seen businesses fiercely compete to be the cheapest or blindly copy someone else’s success formula? It’s like watching an endless fight with no real purpose or end.
The ancient strategy manual drops a subtle hint: the greatest victory is the one achieved without constant struggle. If you can dominate a niche—if you find that competitive advantage that makes the market need you—you’ve already won the game.
For entrepreneurs, this means that instead of competing on price and volume, the key is differentiation—making your business indispensable.
So, rather than imitating your competition, focus on discovering what makes you unique. Define your niche, master your specialty, and let the market come to you.
True success doesn’t come from fighting every battle; it comes from wisely choosing the ones that will take you to the top.
4. Tactical Positioning (軍形篇) – Prepare Before the Battle
A warrior without a sword or shield? It makes no sense to go to war unprepared, yet many entrepreneurs dive into action without even a decent plan. The paradox is simple: in the business world, improvisation is not a sign of creativity—it’s a recipe for chaos and missed opportunities.
One of those ancient texts winks at us with a touch of ironic humor: an unprepared soldier is a guaranteed disaster. The same applies to business—before scaling your company, everything needs to be in order. How? By designing efficient systems, establishing clear processes, and building a team that shares your vision. This isn’t a luxury—it’s a business strategy that will help you survive the battlefield.
Remember: in the warzone of business, being organized is just as crucial as having courage. Don’t charge into battle without your armor—because improvisation can cost you dearly.
5. Momentum (兵勢篇) – Harnessing the Power of the Moment
Now things are getting interesting. Many entrepreneurs exhaust themselves fighting against a current that, if properly leveraged, could propel them to the top. It’s almost comical—so many swimmers struggling in rough waters, ignoring the fact that market trends can be a powerful current in their favor.
The lesson is as simple as it is ironic: instead of fighting the tide, identify leverage points that allow you to maximize your energy with minimal effort. In other words, ride the momentum of market trends, use the leverage that the environment provides, and build a solid growth strategy.
Instead of swimming against the current, grab a surfboard and let the wave carry you. That’s the real path to success—stop fighting the inevitable and learn to ride the market’s momentum.
6. Fullness and Emptiness (虛實篇) – Be Unpredictable and Flexible
Have you ever tried to move a concrete block with your bare hands? That’s what happens when an entrepreneur clings to a rigid plan in a world that changes constantly. The lesson here is brutally honest: flexibility is your best weapon against uncertainty.
The legendary strategy manual, almost mocking in tone, reminds us that what is rigid crumbles under pressure. In entrepreneurship, sticking to an unshakable strategy is like trying to stop the flow of water. The key is adaptability, strategic flexibility, and, of course, continuous innovation.
If you want your business to survive and thrive, you must be ready to reinvent yourself, change course, and surprise the competition. Being unpredictable doesn’t mean being chaotic—it means having the ability to turn every challenge into an opportunity for evolution.
7. Managing the Struggle (軍爭篇) – Knowing When to Strike and When to Wait
We’ve reached an entrepreneur’s eternal dilemma: when to go on the offensive and when to conserve energy. This is where impatience can play tricks on you. Some believe that the more they move, the more they gain, but in reality, attacking at the wrong moment is like shooting in the dark.
The satire of ancient strategy teaches us that hard work alone isn’t enough—you need strategic timing. Manage your resources wisely, make decisions with a cool head, and strike only when conditions are in your favor. Success isn’t just about survival; it’s about thriving in a competitive environment.
So before you charge into battle, take a deep breath, analyze the situation, and act only when the ground is in your favor. In this game, it’s better to wait for the perfect moment than to waste energy on a meaningless fight.
8. The Nine Variables (九變篇) – The Power of Adaptability
Have you ever felt like a chameleon in the business world? That’s the essence of the Nine Variables: adaptability. The paradox is clear—there is no single formula for success. In an ever-changing environment, what worked yesterday might be useless tomorrow. That’s both the beauty and the challenge of entrepreneurship.
The lesson is simple yet powerful: the ability to shift strategies based on the situation is essential for business adaptability and resilience. What truly matters is being flexible, knowing when to reinvent yourself, and applying strategic changes when necessary.
In business, being adaptable is as crucial as breathing. The key is not just reacting to the unexpected, but anticipating it and preparing for it. So if your business ever feels at a crossroads, remember: the secret lies in reinvention, in blending seamlessly with your surroundings, and in using every market shift as an opportunity to grow stronger.
9. The Army on the Move (行軍篇) – Navigating the Entrepreneurial Journey
Imagine an army full of talented soldiers but with no leader to guide them. The result? Total chaos and a lack of direction. That’s the harsh reality many startup teams face. The paradox is that without strong leadership and clear direction, even the most talented teams can become stagnant and lose their way.
The lesson here is clear—entrepreneurial leadership is about much more than giving orders. It’s about inspiring, leading by example, and keeping your team motivated at every stage of the journey. A great leader knows when to push forward, when to listen, and, most importantly, how to channel the team’s energy toward a common goal. Effective team management and strong business leadership are what separate a group of employees from an unstoppable army.
If you’ve ever felt your team could reach greater heights, the answer might not be to work harder—but to lead with passion and vision. Think of a commander who doesn’t just give orders but stands in the trenches with their soldiers. That’s the essence of navigating the entrepreneurial journey—knowing when to advance, when to pause, and how to maintain cohesion in the midst of the storm.
10. The Terrain (地形篇) – Understanding the Business Landscape
Many entrepreneurs become so obsessed with their product or service that they forget to look at the bigger picture. Here lies a major paradox—focusing solely on what you offer can blind you to external factors that could either propel or undermine your business.
True business mastery comes from deeply understanding your environment. This means studying the industry, staying ahead of trends, and being aware of regulations that could impact your operations. By understanding the terrain, you can anticipate threats and capitalize on emerging opportunities, turning obstacles into competitive advantages.
In essence, mastering the terrain means taking calculated steps. If you ignore the context you operate in, you risk getting stuck—or worse, moving in the wrong direction. That’s why decision-making in business must be based on a comprehensive view of the landscape. With this clarity, you won’t just know where you are—you’ll know exactly where to go to dominate your market.
11. The Nine Types of Terrain (九地篇) – Choosing the Right Strategy
Not all strategies work in every situation. A common mistake is assuming that a winning tactic in one industry will work in all. Here’s the paradox—context is everything.
Every business operates on different terrain, and the key is learning to read that terrain before making your move. Running a tech startup is not the same as managing a traditional business; each sector has its own rules and challenges.
The lesson is clear: don’t cling to a one-size-fits-all strategy. Analyze your industry, your business model, and the environment in which you operate. Tactical planning based on business context is the difference between advancing strategically or getting lost in confusion.
12. The Fire Attack (火攻篇) – Destroy What No Longer Works
One of the biggest mistakes in entrepreneurship is attachment. Clinging to outdated ideas, inefficient processes, or even the wrong business partners can become a burden that slows down growth.
The paradox here is undeniable—what got you here might not be what takes you to the next level. Yet, resistance to change is one of the main reasons businesses stagnate.
The lesson is simple: learn to let go. If a strategy, a partner, or a process no longer adds value, it’s time to move on. Disruptive innovation and the ability to pivot quickly separate businesses that thrive from those that disappear.
Don’t be afraid to make bold changes when necessary. In the end, it’s better to burn the ships and move forward without dead weight than to stay anchored in the harbor of indecision.
13. The Use of Spies (用間篇) – Information Is Power
In business, the strongest don’t always win—the best-informed do. The paradox is clear: intuition is valuable, but without concrete data, decisions become risky bets.
Strategic intelligence makes all the difference. Studying the competition, analyzing trends, and listening to the market are crucial skills for making decisions based on facts, not assumptions.
In today’s digital world, market intelligence is more accessible than ever. Use analytics tools, study your competitors, and stay alert to shifts in consumer behavior. Data-driven decision-making is your secret weapon to anticipate market movements and position yourself ahead of the game.
Final Reflection: The Battle of Entrepreneurship Is Won with Strategy, Not Strength
The entrepreneurial journey is, without a doubt, a constant battle. However, applying the teachings of The Art of War doesn’t mean fighting senselessly—it means moving with strategy, adaptability, and vision. Every chapter of Sun Tzu offers a valuable lesson that can help you overcome obstacles, turn challenges into opportunities, and ultimately conquer your market with intelligence and leadership.
If you want your business to stand out in a highly competitive landscape, start by evaluating your environment, planning meticulously, and adapting to changing market conditions. Remember: true victory doesn’t come from direct confrontation but from the ability to anticipate, innovate, and lead.
If there’s one key takeaway, it’s this:
Be as flexible as water, as strategic as a general, and ruthless in eliminating what holds you back.
This article is designed to help you integrate Sun Tzu’s ancient wisdom into the modern world of entrepreneurship. Apply it to your business, and turn every challenge into an opportunity to grow and succeed.
Now tell me—which strategy will you implement first in your business? The battlefield awaits!
Bibliography
Sun Tzu. The Art of War. Translated and commented on by various authors over time. Classic and modern editions have been published in different formats, with one of the most recognized versions being Lionel Giles’ 1910 translation, as well as later interpretations by Thomas Cleary and Samuel B. Griffith.
Additional references on strategy and business:
- Mintzberg, Henry. Strategy Safari: A Guided Tour Through the Wilds of Strategic Management. Simon & Schuster, 1998.
- Porter, Michael E. Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press, 1980.
- Ries, Eric. The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Crown Business, 2011.
- Christensen, Clayton M. The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail. Harvard Business Review Press, 1997.
- Trabado Moreno, Miguel Ángel. Digital Transformation: The New Business Strategy of the 21st Century. 2020.
- Araque, Patricia. Entrepreneurship with Calm. 2024.
