Convince your enemy that he will gain very little by attacking you; this will diminish his enthusiasm

Those who are victorious plan effectively and change decisively. They are like a great river that maintains its course but adjusts its flow...they have form but are formless. They are skilled in both planning and adapting and need not fear the result of a thousand battles: for they win in advance, defeating those that have already lost.

If, however, you are indulgent, but unable to make your authority felt; kind-hearted, but unable to enforce your commands; and incapable, moreover, of quelling disorder: then your soldiers must be likened to spoilt children; they are useless for any practical purpose.

For them to perceive the advantage of defeating the enemy, they must also have their rewards.

A leader leads by example not by force.

To conquer the enemy without resorting to war is the most desirable. The highest form of generalship is to conquer the enemy by strategy.

Prohibit the taking of omens, and do away with superstitious doubts. Then, until death itself comes, no calamity need be feared.