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- strategy
- business
The Art of War by Sun Tzu is a timeless work by the ancient Chinese military commander that has shaped the development of global military strategy. His principles are echoed in the writings of many military theorists, including On War by Carl von Clausewitz. Although Clausewitz focused more on European warfare, particularly the Napoleonic Wars, both authors emphasized the importance of understanding the nature of war, political factors, in-depth knowledge of the enemy, and the need to adapt to specific circumstances
Today, The Art of War is studied and applied not only in military contexts, but also in business, marketing, and politics - any area that requires strategic thinking. And this applies not only to China, but to the entire world
The Concept of Asymmetric Warfare and modern marketing
Sun Tzu’s principles are widely applied in modern business theory and practice—for instance, the concept of asymmetric warfare. One of the most influential figures in modern strategic management, Adrian Slywotzky, explains how to apply this concept in his book David Wins: The Discipline of a Disproportionate Victory, supported by numerous case studies. Twice included in the list of the world’s top 50 business thinkers and the top 10 most influential management theorists, Slywotzky bridges military strategy and business advantage
As we can see, The Art of War has significantly influenced the development of military, business, and marketing strategy, as well as negotiation tactics. The principles described in the treatise remain highly relevant today
My goal here is to share my own interpretation and adaptation of the core principles of this philosophical-strategic masterpiece and to spark interest in its deeper study. Sun Tzu explains each principle in detail beyond the summaries listed in this article. So let’s dive in!
The five fundamental factors
Sun Tzu wrote:
«War is a matter of vital importance to the state, the province of life or death; the road to survival or ruin. It must be thoroughly studied.
To forecast the outcome of war, one must consider five fundamental factors and compare the opposing forces based on the following: The Way (Dao), The Weather, The Terrain, The Leadership, and Discipline»
1. The Way (Dao) – The Company's Mission
«The Way causes the people to be in complete accord with their ruler, so they will follow him regardless of their lives, undismayed by any danger»
In my view, in modern business strategy, «The Way» refers to the company's vision, mission, and positioning - its strategic roadmap. It’s what unifies, directs, motivates, and sustains a company, especially in difficult times
2. The Weather – The Market Environment
«The Weather refers to day and night, cold and heat, times and seasons»
The Weather, or the climate, is about systemic changes: the market’s health, its current phase (growth, stagnation, or decline), growth drivers or causes of decline, seasonal patterns, local and global trends - whether rising or falling
3. The Terrain – Tactical Elements
«Terrain delineates peaks and valleys, distances far and near, dangerous and favorable places, wide and narrow spaces, places difficult to defend and attack, suitable for defense and offensive»
In business, «The Terrain» represents tactical elements: marketing channels and tools, the offline and online environment, technology and innovation, case studies of success and failure, threats, and so on
4. The Leadership – The Company’s Leader
«The Commander stands for the virtues of wisdom, sincerity, benevolence, courage, and discipline»
This clearly refers to the leadership qualities of the CEO and the core principles of the company. These values must be embedded in the DNA of both the leader and the team. A team that shares common values is extraordinarily resilient to external challenges and bold and creative in decision-making
5. Discipline – Management System
«Discipline means organization, chain of command, logistics, and control»
In modern terms, this is management: leadership, communication, coordination. No company can succeed without a well-structured management system
As we can see, understanding these principles closely resembles market and company analysis. And it only gets more interesting from here!
Comparison (marketing analysis)
«All commanders are aware of these five factors. Those who master them will prevail; those who do not will fail.
Therefore, in order to predict the outcome of a war, we must compare the two opposing sides by weighing their relative strategies using the following questions:
- Which emperor has the Way of the Dao?
- Which general has more ability?
- Which side has advantages in The Weather and The Terrain?
- Where is discipline more strictly enforced?
- Which army is stronger?
- Whose officers and troops are better trained?
- Which army enforces rewards and punishments more fairly?»
This «comparison» is nothing but competitor analysis. It includes sales and marketing audits: unique selling propositions, number of salespeople and sales points, bonus systems, brand visibility, channels and tools used, creative assets, messaging, promotion budgets, technologies, and more - «Which side has advantages in The Weather and The Terrain? Which army is better equipped?»
In the end we have a classic marketing analysis: market, company and competitors - «Thanks to these comparisons I will know who will win and who will lose»
Marketing analysis is the foundation of a strong strategy—whether it’s for your product, promotion, communication, or design. Want a powerful strategy? Start with marketing analysis
«The one who calculates thoroughly before battle has more chances of success. The one who fails in planning is doomed to defeat. Victory belongs to those with the most winning scenarios. Failure follows those with fewer options. Those who fail to plan are already planning to fail. From how the battle is planned, the outcome is obvious to me»
«Thus: Know the enemy and know yourself, and you will never be defeated. Know yourself but not the enemy, and you may win or lose. Know neither yourself nor the enemy, and you will lose every time»
Strategy Development
The next step is to use this analysis to develop strategies
«Hence the highest form of warfare is to thwart the enemy’s plans; the next best is to disrupt his alliances; the next is to attack his army; and the worst is to besiege walled cities»
«The terms of the art of war are as follows: first, calculations; second, the amount of resources; third, the number of soldiers; fourth, the balance of power; and fifth, the ability to win»
In business terms: market analysis, assessment of tactical resources (such as marketing budget) and capabilities (such as number of sales reps), competitor analysis, and comparison with one’s own company. Conclusions are drawn based on this data, and strategies are developed accordingly
The core strategic framework
The Art of War teaches us to craft winning strategies from a position of advantage - while factoring in time and place. This means: understanding one’s strengths, weaknesses, and opportunities, comparing them with those of competitors, and concentrating advantageous resources at the right moment for a swift and unexpected strike
It is also very important to note that a concentrated attack is preceded by a series of actions (dividing the big task into components and solving them step by step) and preparation (creating opportunities for the main, crucial strike)
«To use favorable conditions to gain maximum power and influence according to the situation - that is what I call strategic advantage»
«In ancient times, skilled warriors made themselves invincible first and only then waited for an opportunity to defeat the enemy. Invincibility lies within you; vulnerability lies within the enemy»... «Thus, a master chooses a position where defeat is impossible and waits for the right opportunity to strike. Victory is achieved only after ensuring the conditions for success. Those who fight first and then try to win are destined to fail»
Another critical factor for modern business: speed of response (monitoring and decision-making) and speed of execution (implementation)
«Speed is the essence of warfare. Take advantage of the enemy’s unreadiness, make your way by unexpected routes, and attack unguarded spots»
The Delta Model
In my view, a strong example of this kind of strategic thinking in modern business is the Delta Model, developed by MIT professors Arnoldo Hax and Dean Wilde
Its step-by-step implementation aims to achieve Best Product, Total Customer Solutions. This corresponds with the previously mentioned approach: breaking the goal into phases, solving each phase, and preparing for the main offensive
Next comes - System Lock-In. That is, building an ecosystem where stakeholders - including customers - become dependent on the company. This is the phase of concentrating competitive advantages and achieving total market dominance (e.g., Apple, Google, Nova Poshta, monobank, and others)
Final thoughts
As we can see, the principles of Sun Tzu’s The Art of War are not just ancient wisdom - they are a powerful, modern tool that works across business, marketing, negotiation, and management. These principles help you better understand the market, your competitors, and your own capabilities. Studying this treatise enhances strategic thinking and unlocks the full potential for crafting winning strategies. Give it a try!
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Based on the book published by The Old Lion Publishing House: The Art of War by Sun Tzu, translated by Serhiy Lesniak, 2015
https://starylev.com.ua/mystectvo-viyny
Sources used:
- https://uk.wikipedia.org/wiki/Адріан_Сливоцький
- https://starylev.com.ua/mystectvo-viyny
- https://en.wikipedia.org/wiki/Delta_model
