Chapter 2 Waging War ()

UBMM1011Sun Zis Art of War and Business Strategies 11

1UBMM1011 Sun Zi's Art of War and Business StrategiesChapter 6 & 712Chapter 6Weaknesses and Strengths ( Xsh) UBMM1011 Sun Zis Art of War and Business Strategies

ChaptersDetailed Assessment and Planning () Waging War () Strategic Attack () Disposition of the Army () Forces () Weaknesses and Strengths ( Xsh) Military Maneuvers ( Jn zhng) Variations and Adaptability () Movement and Development of Troops () Terrain () The Nine Battlegrounds () Attacking with Fire () Intelligence and Espionage () 33

Chapter 6Weaknesses and Strengths () Chapter OutlineFirst mover advantageTo dictate and not to be dictatedMastering relative superiority and the point of contactThe Importance Of Knowing The Battle Place And TimeBe flexible like waterChange and uncertaintyBusiness application: Discovering opportunitiesGain relative superiorityBeing a first mover Change and staying flexible

44First Mover AdvantageThose who arrive first at the battleground will have sufficient time to rest and prepare against the enemy.Those who arrive late at the battleground will have to rush into battle when they are already exhausted.55If a force arrives late at the battleground, it will lose all the advantages.The troops may already be tired.Thus, rushing into battle against a well-rested enemy (who arrives early, had enough rest, and more prepare) would be a wrong strategy.To Dictate And Not To Be DictatedThe person adept in warfare seeks to control and manipulate his enemy instead of being controlled and manipulated.He can cause his enemy to arrive on his own accord by luring him with advantages.He can deter his enemy from coming by creating (potential) danger and harm.66To Dictate And Not To Be DictatedTo change the strength of the enemy into weaknesses i.e. to make the enemy vulnerable:When the enemy is well rested, distress and tire him.When he is well-stocked with food, starve him out.When he is well-encamped and comfortable, provoke him to move on.Attack areas where the enemy must defend.Move along routes that the enemy least expects.

Provoke the enemy out from its comfort zone, therefore, the enemy would become more vulnerable.77While he plans to manipulate his enemy and change his strengths and weaknesses, he must bear in mind that the enemy could do likewise to him too!!!

88

Avoid Being Manipulated by EnemyTo ensure one is not vulnerable to the enemy; pitching your strength against the weaknesses of the enemy:Choose routes of movement where there is no enemy.They may be routes that the enemy is not interested in or they may unaware that routes exist. Therefore, one can travel peacefully and will not be harassed at all.Attack places which are not defended by the enemy, or where the enemy is weak and vulnerable.Defend places where the enemy dares not to attack because the defense is so strong and invulnerable or where the enemy does not know how to attack.Having the ability to withdraw faster than the enemy.

99If he strengthens the front, he will weaken the rear.If he defends the rear, his front will be fragile.If he prepares to his left, he will weaken his right.If he reinforces his right, he will weaken his left.If he tries to defend everywhere, he will be VULNERABLE everywhere.

10Mastering relative superiority and the point of contact10The enemy must NOT know the places (battleground) where I intend to attack. If the enemy does not know where I intend to attack, he must defend many places.The more places the enemy defends, the more scattered are his forces, and the weaker is his force at any one point where I am attacking.The Importance Of Knowing The Battle Place And TimeIf you KNOW the places of the battleground and the exact date of engagement of battle:your army can travel a thousand miles and still be ready for battle. your army will have sufficient rest and more prepare to fight the battle.1111If you do NOT KNOW the location of the battleground and exact date of the battle, you will face several risks:

When the army arrives late, they have to rush into battle, despite its tiredness, against a well-rested and well-prepared enemy.Victories Can Be CreatedThus, I say: Victories can be created by us. ~ Sun Zi1212

A larger force can be prevented from engaging a smaller force.

In war it is not the size that matters but on how planning,strategising, deploying and directing combat to achieve the optimal results.Victories Can Be CreatedAccurately predicting plans, intentions and moves of the enemy.Discovering the disposition of the enemy (to know his vulnerability)Forcing the larger enemy to divide and scatter (when he did not know where you plan to attack).Concentrating the entire fighting power against a faction of those of the enemy at any one point-of-contact (his vulnerable areas)Provoke enemy to act so as to know his motives and intentions.Not adhere to a fixed formation or disposition (to keep enemy guessing your plans and strategies).Conceal all your process, reasons and underlying factors that go behind the plans and formations (conceal your secretive knowledge of war).Not repeat the strategies or tactics.13When I win a victory, I do not repeat the tactics but respond to circumstances in limitless ways Thus, the one who can MODIFY his tactics according to the enemy situation shall be victorious and may be called the divine commander. ~Sun Zi14Be Flexible Like Water Flexibility, Adaptability & Shaping14If you keep repeating your tactics, your enemy can easily predict your move.

Just as water has NO constant shape, so in warfare there are no fixed rules and regulations. It is not about conforming but transforming.

General must be FLEXIBLE in his action with respect to strategic and tactical variations in order to gain advantage of the changing circumstancesChange and UncertaintyIn warfare, there are NO constant condition. What may be considered as strengths may become weaknesses the next time around and vice versa.The general must be able to adjust (flexibility, fluidity and adaptability) to the changes that occur ceaselessly.The general must be able to react and capitalize in the changes (creating opportunities in the midst of dangers).

1515The FIVE elements of nature (water, fire, wood, metal, earth) are not always equally predominant; the FOUR seasons make way for each other in turn. There are short days and long; the moon has its periods of waning and waxing.

Summary Weaknesses and Strength Chapter explains: how your opportunities come from the openings in the environment caused by the relative weakness of your enemy in a given area. First mover advantageDictate and manipulateMaster superiorityKnow the battle place and timeCreate victories and adapt to environment161616UBMM1011 Sun Zi's Art of War and Business StrategiesChapter 6 & 716

Business Application

17

Discovering OpportunitiesYou want to see the openings in the market and fill them before opponents recognize them (first mover advantage) .

Ex: New marketGo after new market which has less players.Target new market that are being overlooked.Sell to markets where competitors are handicappedExplore markets where there is no competition.Ex: New customersWork with customers whose needs are unsatisfied.Find customers that are served poorly by your competitors.1818

Early Entrants: The Pioneers

19Example:Online bookstore by Amazon.comIpod & Ipad by AppleOnline product purchase by EbayDelivery service and drive-thru service by McDonalds (in Msia)Low-cost carrier by Air Asiae-banking by Maybank

Strengths & WeaknessesReinforcing weakness leverages weaknesses.Reinforcing strength leverages strengths.

Abandon less profitable products and services gradually.Do not spend time and resources shoring up weak products and weak attacks.Concentrate your time and efforts on providing the resources to continue the successful advance. Q: Proton should focus on its best car models (Persona?? Inspira??), not on its worst car model (Savvy? Juara? Perdana?).2020Create an overwhelming superiority by concentrating works in every dimension because the business that can gain superiority will win in the competition.

Strategy: Apply consistent pressure on achieving key strategic initiatives. Conceal your plan.Advertising: Use repetition of a clear, distinctive benefit. The use of guerilla advertising to reinforce the advertising message.The use of intelligenceSelling: Focus on your unique selling proposition. Conceal your selling strategy.Leadership: Concentrate on developing people.

Mastering relative superiorityBe Flexible Like Water Flexibility, Adaptability & ShapingFlexibility In InnovationEx: The discovery of carbon fiber (exceptionally high tensile strength but lighter than aluminum).

Western countries uses top-down approachimmediately did researches on its application in aircraft industry (difficult area).Japan uses bottom-up approach.uses it to manufacture golf clubs and fishing rods (easy application).By doing this, Japan controls 70% of the world production of carbon fiber today.

2222

22UBMM1011 Sun Zi's Art of War and Business StrategiesChapter 6 & 722http://creativityandinnovation.blogspot.com/2007/05/top-50-innovative-companies-in-world.htmlBe Flexible Like Water Flexibility, Adaptability & ShapingFlexibility in Business DirectionAmazon.comJeff Bezos started a website selling books online (1995).Due to the online demand, Amazon.com has diverse their online product lines to sports tools, electronic devices, fashion etc.Latest popular product is KINDLE.

2323

The Best Beats First24

24-The End-