Sun Tzu Quotes on Competition
Sun Tzu treats competition as a problem of position, information, and timing — not brute force. His advice to generals translates directly to markets and rivals: choose where to compete, strike weakness, and avoid fights you do not need.
Sun Tzu lessons for this
“All warfare is based on deception.”
Sun Tzu · 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.”
Sun Tzu · Chapter 1: Laying Plans
“If you know the enemy and know yourself, you need not fear the result of a hundred battles.”
Sun Tzu · Chapter 3: Attack by Stratagem
“To fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy’s resistance without fighting.”
Sun Tzu · Chapter 3: Attack by Stratagem
“In the practical art of war, the best thing of all is to take the enemy’s country whole and intact; to shatter and destroy it is not so good.”
Sun Tzu · Chapter 3: Attack by Stratagem
“Let your plans be dark and impenetrable as night, and when you move, fall like a thunderbolt.”
Sun Tzu · Chapter 7: Maneuvering
“The clever combatant imposes his will on the enemy, but does not allow the enemy’s will to be imposed on him.”
Sun Tzu · Chapter 6: Weak Points and Strong
“Thus the expert in battle moves the enemy, and is not moved by him.”
Sun Tzu · Chapter 6: Weak Points and Strong
“In war, the way is to avoid what is strong and to strike at what is weak.”
Sun Tzu · 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.”
Sun Tzu · Chapter 11: The Nine Situations
“The whole secret lies in confusing the enemy, so that he cannot fathom our real intent.”
Sun Tzu · Chapter 6: Weak Points and Strong
“Hold out baits to entice the enemy. Feign disorder, and crush him.”
Sun Tzu · Chapter 1: Laying Plans
“Attack him where he is unprepared, appear where you are not expected.”
Sun Tzu · Chapter 1: Laying Plans
“The art of war, then, is governed by five constant factors: the Moral Law, Heaven, Earth, the Commander, and Method and discipline.”
Sun Tzu · Chapter 1: Laying Plans
“These five heads should be familiar to every general: he who knows them will be victorious; he who knows them not will fail.”
Sun Tzu · Chapter 1: Laying Plans
“Which of the two sovereigns is imbued with the Moral law? Which general has most ability? With whom lie the advantages of Heaven and Earth?”
Sun Tzu · Chapter 1: Laying Plans
“By means of these seven considerations I can forecast victory or defeat.”
Sun Tzu · Chapter 1: Laying Plans
“Hold out baits to entice the enemy. Feign disorder, and crush him.”
Sun Tzu · Chapter 1: Laying Plans
“If he is secure at all points, be prepared for him. If he is in superior strength, evade him.”
Sun Tzu · Chapter 1: Laying Plans
“If your opponent is of choleric temper, seek to irritate him.”
Sun Tzu · Chapter 1: Laying Plans
“If his forces are united, separate them.”
Sun Tzu · Chapter 1: Laying Plans
“Attack him where he is unprepared, appear where you are not expected.”
Sun Tzu · Chapter 1: Laying Plans
“These military devices, leading to victory, must not be divulged beforehand.”
Sun Tzu · Chapter 1: Laying Plans
“Bring war material with you from home, but forage on the enemy. Thus the army will have food enough.”
Sun Tzu · Chapter 2: Waging War
“One cartload of the enemy's provisions is equivalent to twenty of one's own.”
Sun Tzu · Chapter 2: Waging War
“In the practical art of war, the best thing of all is to take the enemy's country whole and intact.”
Sun Tzu · Chapter 3: Attack by Stratagem
“To fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy's resistance without fighting.”
Sun Tzu · Chapter 3: Attack by Stratagem
“The highest form of generalship is to baulk the enemy's plans; the next best is to prevent the junction of his forces.”
Sun Tzu · Chapter 3: Attack by Stratagem
“The worst policy of all is to besiege walled cities.”
Sun Tzu · Chapter 3: Attack by Stratagem
“The skilful leader subdues the enemy's troops without any fighting; he captures their cities without laying siege.”
Sun Tzu · Chapter 3: Attack by Stratagem
“With his forces intact he will dispute the mastery of the Empire, and thus, without losing a man, his triumph will be complete.”
Sun Tzu · Chapter 3: Attack by Stratagem
“If our forces are ten to the enemy's one, surround him; if five to one, attack him; if twice as numerous, divide our army into two.”
Sun Tzu · Chapter 3: Attack by Stratagem
“He will win who knows when to fight and when not to fight; who handles both superior and inferior forces; whose army is of one spirit; who is prepared and waits for the unprepared; who has capacity and is not interfered with.”
Sun Tzu · Chapter 3: Attack by Stratagem
“If you know the enemy and know yourself, you need not fear the result of a hundred battles.”
Sun Tzu · Chapter 3: Attack by Stratagem
“If you know yourself but not the enemy, for every victory gained you will also suffer a defeat.”
Sun Tzu · Chapter 3: Attack by Stratagem
“If you know neither the enemy nor yourself, you will succumb in every battle.”
Sun Tzu · Chapter 3: Attack by Stratagem
“The good fighters of old first put themselves beyond the possibility of defeat, and then waited for an opportunity of defeating the enemy.”
Sun Tzu · Chapter 4: Tactical Dispositions
“The opportunity of defeating the enemy is provided by the enemy himself.”
Sun Tzu · Chapter 4: Tactical Dispositions
“Security against defeat implies defensive tactics; ability to defeat means taking the offensive.”
Sun Tzu · Chapter 4: Tactical Dispositions
“He 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.”
Sun Tzu · Chapter 4: Tactical Dispositions
“To see victory only when it is within the ken of the common herd is not the acme of excellence.”
Sun Tzu · Chapter 4: Tactical Dispositions
“The skilful fighter puts himself into a position which makes defeat impossible, and does not miss the moment for defeating the enemy.”
Sun Tzu · Chapter 4: Tactical Dispositions
“The victorious strategist only seeks battle after the victory has been won, whereas he who is destined to defeat first fights and afterwards looks for victory.”
Sun Tzu · Chapter 4: Tactical Dispositions
“A victorious army opposed to a routed one is as a pound's weight placed in the scale against a single grain.”
Sun Tzu · Chapter 4: Tactical Dispositions
“The onrush of a conquering force is like the bursting of pent-up waters into a chasm a thousand fathoms deep.”
Sun Tzu · Chapter 4: Tactical Dispositions
“In all fighting, the direct method may be used for joining battle, but indirect methods will be needed in order to secure victory.”
Sun Tzu · Chapter 5: Energy
“Indirect tactics, efficiently applied, are inexhaustible as Heaven and Earth, unending as the flow of rivers.”
Sun Tzu · Chapter 5: Energy
“There are not more than two methods of attack — the direct and the indirect; yet these two in combination give rise to an endless series of manoeuvres.”
Sun Tzu · Chapter 5: Energy
“The good fighter will be terrible in his onset, and prompt in his decision.”
Sun Tzu · Chapter 5: Energy
“Amid turmoil and tumult, there may be seeming disorder and yet no real disorder at all.”
Sun Tzu · Chapter 5: Energy
“Simulated disorder postulates perfect discipline; simulated fear postulates courage; simulated weakness postulates strength.”
Sun Tzu · Chapter 5: Energy
“One who is skilful at keeping the enemy on the move maintains deceitful appearances, according to which the enemy will act.”
Sun Tzu · Chapter 5: Energy
“The energy of good fighting men is as the momentum of a round stone rolled down a mountain thousands of feet in height.”
Sun Tzu · Chapter 5: Energy
“Whoever is first in the field and awaits the coming of the enemy will be fresh for the fight; whoever is second will arrive exhausted.”
Sun Tzu · Chapter 6: Weak Points and Strong
“The clever combatant imposes his will on the enemy, but does not allow the enemy's will to be imposed on him.”
Sun Tzu · Chapter 6: Weak Points and Strong
“If the enemy is taking his ease, he can be harassed; if well supplied, starved out; if quietly encamped, forced to move.”
Sun Tzu · Chapter 6: Weak Points and Strong
“Appear at points which the enemy must hasten to defend; march swiftly to places where you are not expected.”
Sun Tzu · Chapter 6: Weak Points and Strong
“An army may march great distances without distress, if it marches through country where the enemy is not.”
Sun Tzu · Chapter 6: Weak Points and Strong
“You can be sure of succeeding in your attacks if you only attack places which are undefended.”
Sun Tzu · Chapter 6: Weak Points and Strong
“He is skilful in attack whose opponent does not know what to defend; skilful in defence whose opponent does not know what to attack.”
Sun Tzu · Chapter 6: Weak Points and Strong
“O divine art of subtlety and secrecy! Through you we learn to be invisible, through you inaudible; and hence we can hold the enemy's fate in our hands.”
Sun Tzu · Chapter 6: Weak Points and Strong
“You may advance and be absolutely irresistible, if you make for the enemy's weak points; you may retire and be safe, if your movements are more rapid than those of the enemy.”
Sun Tzu · Chapter 6: Weak Points and Strong
“If we wish to fight, the enemy can be forced to an engagement even though he be sheltered behind a high rampart and a deep ditch.”
Sun Tzu · Chapter 6: Weak Points and Strong
“By discovering the enemy's dispositions and remaining invisible ourselves, we can keep our forces concentrated, while the enemy's must be divided.”
Sun Tzu · Chapter 6: Weak Points and Strong
“We can form a single united body, while the enemy must split up into fractions. Hence a whole pitted against parts, which means we shall be many to the enemy's few.”
Sun Tzu · Chapter 6: Weak Points and Strong
“The spot where we intend to fight must not be made known; for then the enemy will prepare against a possible attack at several points.”
Sun Tzu · Chapter 6: Weak Points and Strong
“If he sends reinforcements everywhere, he will everywhere be weak.”
Sun Tzu · Chapter 6: Weak Points and Strong
“Though the enemy be stronger in number, we may prevent him from fighting. Scheme to discover his plans and the likelihood of their success.”
Sun Tzu · Chapter 6: Weak Points and Strong
“Rouse him, and learn the principle of his activity or inactivity. Force him to reveal himself, so as to find out his vulnerable spots.”
Sun Tzu · Chapter 6: Weak Points and Strong
“In making tactical dispositions, the highest pitch you can attain is to conceal them; conceal your dispositions, and you will be safe from the prying of the subtlest spies.”
Sun Tzu · Chapter 6: Weak Points and Strong
“All men can see the tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.”
Sun Tzu · Chapter 6: Weak Points and Strong
“Do not repeat the tactics which have gained you one victory, but let your methods be regulated by the infinite variety of circumstances.”
Sun Tzu · Chapter 6: Weak Points and Strong
“Military tactics are like unto water; water runs away from high places and hastens downwards. So in war, avoid what is strong and strike at what is weak.”
Sun Tzu · Chapter 6: Weak Points and Strong
“He who can modify his tactics in relation to his opponent and thereby succeed in winning, may be called a heaven-born captain.”
Sun Tzu · Chapter 6: Weak Points and Strong
“To take a long and circuitous route, after enticing the enemy out of the way, and though starting after him, to contrive to reach the goal before him, shows knowledge of the artifice of deviation.”
Sun Tzu · Chapter 7: Maneuvering
“In war, practise dissimulation, and you will succeed. Move only if there is a real advantage to be gained.”
Sun Tzu · Chapter 7: Maneuvering
“In raiding, be like fire; in immovability, like a mountain.”
Sun Tzu · Chapter 7: Maneuvering
“Let your plans be dark and impenetrable as night, and when you move, fall like a thunderbolt.”
Sun Tzu · Chapter 7: Maneuvering
“He will conquer who has learnt the artifice of deviation. Such is the art of manœuvring.”
Sun Tzu · Chapter 7: Maneuvering
“A whole army may be robbed of its spirit; a commander-in-chief may be robbed of his presence of mind.”
Sun Tzu · Chapter 7: Maneuvering
“A soldier's spirit is keenest in the morning; by noonday it has begun to flag; in the evening, his mind is bent only on returning to camp.”
Sun Tzu · Chapter 7: Maneuvering
“A clever general avoids an army when its spirit is keen, but attacks it when it is sluggish.”
Sun Tzu · Chapter 7: Maneuvering
“To be near the goal while the enemy is still far, to wait at ease while the enemy is toiling: this is the art of husbanding one's strength.”
Sun Tzu · Chapter 7: Maneuvering
“It is a military axiom not to advance uphill against the enemy, nor to oppose him when he comes downhill.”
Sun Tzu · Chapter 7: Maneuvering
“Do not swallow a bait offered by the enemy. Do not interfere with an army that is returning home.”
Sun Tzu · Chapter 7: Maneuvering
“When you surround an army, leave an outlet free. Do not press a desperate foe too hard.”
Sun Tzu · Chapter 7: Maneuvering
“Reduce the hostile chiefs by inflicting damage on them; make trouble for them, and keep them constantly engaged.”
Sun Tzu · Chapter 8: Variation in Tactics
“The art of war teaches us to rely not on the likelihood of the enemy's not coming, but on our own readiness to receive him.”
Sun Tzu · Chapter 8: Variation in Tactics
“Camp in high places, facing the sun. Do not climb heights in order to fight.”
Sun Tzu · Chapter 9: The Army on the March
“It will be best to let half the army get across, and then deliver your attack.”
Sun Tzu · Chapter 9: The Army on the March
“Moor your craft higher up than the enemy, and facing the sun. Do not move up-stream to meet the enemy.”
Sun Tzu · Chapter 9: The Army on the March
“All armies prefer high ground to low and sunny places to dark.”
Sun Tzu · Chapter 9: The Army on the March
“When the enemy is close at hand and remains quiet, he is relying on the natural strength of his position.”
Sun Tzu · Chapter 9: The Army on the March
“When his place of encampment is easy of access, he is tendering a bait.”
Sun Tzu · Chapter 9: The Army on the March
“The rising of birds in their flight is the sign of an ambuscade. Startled beasts indicate that a sudden attack is coming.”
Sun Tzu · Chapter 9: The Army on the March
“When there is dust rising in a high column, it is the sign of chariots advancing; a few clouds of dust moving to and fro signify that the army is encamping.”
Sun Tzu · Chapter 9: The Army on the March
“Humble words and increased preparations are signs that the enemy is about to advance. Violent language and driving forward indicate that he will retreat.”
Sun Tzu · Chapter 9: The Army on the March
“Peace proposals unaccompanied by a sworn covenant indicate a plot.”
Sun Tzu · Chapter 9: The Army on the March
“When some are seen advancing and some retreating, it is a lure.”
Sun Tzu · Chapter 9: The Army on the March
“If those who are sent to draw water begin by drinking themselves, the army is suffering from thirst.”
Sun Tzu · Chapter 9: The Army on the March
“He who exercises no forethought but makes light of his opponents is sure to be captured by them.”
Sun Tzu · Chapter 9: The Army on the March
“With regard to accessible ground, be before the enemy in occupying the raised and sunny spots, and carefully guard your line of supplies.”
Sun Tzu · Chapter 10: Terrain
“From a position of this sort, if the enemy is unprepared, you may sally forth and defeat him; but if he is prepared, disaster will ensue.”
Sun Tzu · Chapter 10: Terrain
“Even though the enemy should offer us an attractive bait, it will be advisable not to stir forth, but rather to retreat, thus enticing the enemy in his turn.”
Sun Tzu · Chapter 10: Terrain
“With regard to narrow passes, if you can occupy them first, let them be strongly garrisoned and await the enemy.”
Sun Tzu · Chapter 10: Terrain
“With regard to precipitous heights, if you are beforehand with your adversary, occupy the raised and sunny spots and wait.”
Sun Tzu · Chapter 10: Terrain
“When one force is hurled against another ten times its size, the result will be the flight of the former.”
Sun Tzu · Chapter 10: Terrain
“If we know that our own men are in a condition to attack, but are unaware that the enemy is not open to attack, we have gone only halfway towards victory.”
Sun Tzu · Chapter 10: Terrain
“When he has penetrated into hostile territory but to no great distance, it is facile ground; on facile ground, halt not.”
Sun Tzu · Chapter 11: The Nine Situations
“Ground the possession of which imports great advantage to either side is contentious ground.”
Sun Tzu · Chapter 11: The Nine Situations
“Ground on which each side has liberty of movement is open ground.”
Sun Tzu · Chapter 11: The Nine Situations
“Ground reached through narrow gorges, from which we can only retire by tortuous paths, is hemmed-in ground; on hemmed-in ground, resort to stratagem.”
Sun Tzu · Chapter 11: The Nine Situations
“Success in warfare is gained by carefully accommodating ourselves to the enemy's purpose.”
Sun Tzu · Chapter 11: The Nine Situations
“Rapidity is the essence of war: take advantage of the enemy's unreadiness, make your way by unexpected routes, and attack unguarded spots.”
Sun Tzu · Chapter 11: The Nine Situations
“He who intends to make a forward move, feigns a retreat.”
Sun Tzu · Chapter 11: The Nine Situations
“By persistently hanging on the enemy's flank we shall succeed in the long run.”
Sun Tzu · Chapter 11: The Nine Situations
“There are five ways of attacking with fire: burn soldiers, burn stores, burn baggage-trains, burn arsenals, and hurl dropping fire amongst the enemy.”
Sun Tzu · Chapter 12: The Attack by Fire
“In order to carry out an attack with fire, we must have means available. The material for raising fire should always be kept in readiness.”
Sun Tzu · Chapter 12: The Attack by Fire
“By means of water, an enemy may be intercepted, but not robbed of all his belongings.”
Sun Tzu · Chapter 12: The Attack by Fire
“What enables the wise sovereign and the good general to strike and conquer is foreknowledge.”
Sun Tzu · Chapter 13: The Use of Spies
“There are five classes of spies: local, inward, converted, doomed, and surviving spies.”
Sun Tzu · Chapter 13: The Use of Spies
“When these five kinds of spy are all at work, none can discover the secret system. This is called divine manipulation of the threads.”
Sun Tzu · Chapter 13: The Use of Spies
“Having inward spies means making use of officials of the enemy.”
Sun Tzu · Chapter 13: The Use of Spies
“Having converted spies means getting hold of the enemy's spies and using them for our own purposes.”
Sun Tzu · Chapter 13: The Use of Spies
“Be subtle! be subtle! and use your spies for every kind of business.”
Sun Tzu · Chapter 13: The Use of Spies
“It is essential that the converted spy be treated with the utmost liberality.”
Sun Tzu · Chapter 13: The Use of Spies
Sun Tzu Quotes on Competition and Strategic Advantage
These sun tzu quotes on competition are collected for one purpose: helping you win contests you did not choose. Sun Tzu’s core teaching is that competitive advantage comes from position and preparation, not from fighting harder than the other side. The general who wins first and then seeks battle is unbeatable; the one who fights first and looks for victory afterwards is already losing.
In modern competition — rival firms, competing products, market share contests — the same rules hold. Know the other side better than they know themselves. Attack where they are weak and unprepared, never where they are strong. Make your move unpredictable, so rivals cannot prepare a defense. And know which battles to skip entirely: a victory that exhausts you is worth less than a position that deters the fight.
Every lesson below pairs a verbatim Art of War passage with a strategic principle and one action to use against your competitors this week.
Put it into practice
Sun Tzu’s strategy is only useful if you actually use it. Try this small loop the next time sun tzu quotes on competition shows up:
- Read the situation. Gather information about yourself, the other side, and the environment before you commit.
- Choose your ground. Avoid the other side’s strength and strike where you have an advantage.
- Act with timing. Move fast when the moment is right, and wait when patience is the advantage.
Frequently asked questions
What did Sun Tzu say about competition?
Sun Tzu’s central idea is that competition is won before the fight: "The victorious strategist only seeks battle after the victory has been won." Choose your ground, know your rival, and attack weakness rather than strength.
Which Sun Tzu quote is best for beating competitors?
"All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved." Visible moves are copyable; your system of positioning is not.
How do I apply Sun Tzu to business competition?
Treat market entry like terrain: avoid strongly held ground, concentrate force where the rival is absent, and let their momentum work against them rather than opposing it head-on.
Does Sun Tzu say to avoid all conflict?
Not all conflict — unnecessary conflict. "There is no instance of a country having benefited from prolonged warfare." Pyrrhic victories destroy the winner too, so he prefers winning by position.
What is "attack where they are unprepared"?
A principle of surprise: appear where you are not expected, in markets and channels rivals ignore. Competing on the incumbent’s terms is attacking a fortified city.