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

If you know neither the enemy nor yourself, you will succumb in every battle

Move not unless you see an advantage; use not your troops unless there is something to be gained; fight not unless the position is critical.

He who is not sage and wise, humane and just, cannot use secret agent.s. And he who is not delicate and subtle cannot get the truth out of them.

The general who wins a battle makes many calculations in his temple ere the battle is fought. The general who loses a battle makes but few calculations beforehand. Thus do many calculations lead to victory, and few calculations to defeat: how much more no calculation at all! It is by attention to this point that I can foresee who is likely to win or lose.

Engage people with what they expect; it is what they are able to discern and confirms their projections. It settles them into predictable patterns of response, occupying their minds while you wait for the extraordinary moment - that which they cannot anticipate.

Begin by seizing something which your opponent holds dear; then he will be amenable to your will.