Engage people with what they expect; it is what they are able to discern and what is to their advantage.
The Art of War
The Art of War, Chapter 5, Energy (paraphrased, essence retained)
c. 5th century BC
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"Confront them with the advantageous and they will take the bait; confront them with the harmful and they will not come."
Humorous"The only way to win is to make the enemy think you are not there."
Controversial"One may know how to conquer without being able to do it."
Humorous"The art of war is of vital importance to the State. It is a matter of life and death, a road either to safety or to ruin. Hence it is a subject of inquiry which can on no account be neglected."
Controversial"If I am able to determine the enemy's dispositions while at the same time I conceal my own, then I can concentrate and he must divide."
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