The Art of War for Entrepreneurs
A startup is a small force against larger ones. Sun Tzu’s advice for the weaker side — avoid the enemy’s strength, move fast, pick ground you can win — is a founder’s playbook.
Avoid the strong point
Sun Tzu says attack where the enemy is not. For a founder that means serve a segment the incumbents neglect, not the one they defend hardest.
Speed and focus
The chapters on energy and maneuver reward concentration: put your small force where it counts instead of spreading thin across many fronts.
Sun Tzu lessons on this topic
“Water shapes its course according to the nature of the ground over which it flows; the soldier works out his victory in relation to the foe whom he is facing.”
Chapter 6: Weak Points and Strong
“Speed is the essence of war. Take advantage of the enemy’s unpreparedness; travel by unexpected routes and strike him where he has taken no precautions.”
Chapter 11: The Nine Situations
“Attack him where he is unprepared, appear where you are not expected.”
Chapter 1: Laying Plans
“All warfare is based on deception.”
Chapter 1: Laying Plans
“When able to attack, we must seem unable; when using our forces, we must seem inactive; when we are near, we must make the enemy believe we are far away; when far away, we must make him believe we are near.”
Chapter 1: Laying Plans
“If you know the enemy and know yourself, you need not fear the result of a hundred battles.”
Chapter 3: Attack by Stratagem
Related strategy topics
Frequently asked questions
What can entrepreneurs learn from The Art of War?
How to compete as the smaller side: choose ground you can win, move faster than incumbents, and concentrate effort instead of matching them head-on.