A military operation involves deception. Even though you are competent, appear to be incompetent. Though effective, appear to be ineffective.
Sun TzuIf asked how to cope with a great host of the enemy in orderly array and on the point of marching to the attack, I should say: "Begin by seizing something which your opponent holds dear; then he will be amenable to your will." Rapidity is the essence of war: take advantage of the enemy's unreadiness, make your way by unexpected routes, and attack unguarded spots.
Sun TzuAppraise war in terms of the fundamental factors. The first of these factors is moral influence.
Sun TzuWhen you do battle, even if you are winning, if you continue for a long time it will dull your forces and blunt you edge...If you keep your armies out in the field for a long time, your supplies will be insufficient. Transportation of provisions itself consumes 20 times the amount transported.
Sun Tzu