A military operation involves deception. Even though you are competent, appear to be incompetent. Though effective, appear to be ineffective.
Sun TzuThe spot where we intend to fight must not be made known; for then the enemy will have to prepare against a possible attack at several different points; and his forces being thus distributed in many directions, the numbers we shall have to face at any given point will be proportionately few.
Sun Tzu