We’re not competitor obsessed, we’re customer obsessed. We start with the customer and we work backwards.
You must maintain unwavering faith that you can and will prevail in the end, regardless of the difficulties, AND at the same time, have the discipline to confront the most brutal facts of your current reality, whatever they might be.
Quality is the best business plan.
The thing that keeps a business ahead of the competition is excellence in execution.
If you could get all the people in an organization rowing in the same direction, you could dominate any industry, in any market, against any competition, at any time.
Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.
He will win who knows when to fight and when not to fight.
It is a doctrine of war not to assume the enemy will not come, but rather to rely on one’s readiness to meet him; not to presume that he will not attack, but rather to make one’s self invincible.
Rapidity is the essence of war: take advantage of the enemy’s unreadiness, make your way by unexpected routes, and attack unguarded spots.
Do not engage an enemy more powerful than you. And if it is unavoidable and you do have to engage, then make sure you engage it on your terms, not on your enemy’s terms.
Plan for what is difficult when it is easy, do what is great when it is small.
All warfare is based on deception. If your enemy is superior, evade him. If angry, irritate him. If equally matched, fight and if not: split and re-evaluate.
So a military force has no constant formation, water has no constant shape: the ability to gain victory by changing and adapting according to the opponent is called genius.
Know thy self, know thy enemy. A thousand battles, a thousand victories.
Against those skilled in attack, an enemy does not know where to defend; against the experts in defense, the enemy does not know where to attack.
Rely not on the likelihood of the enemy’s not coming, but on our own readiness to receive him.
Every battle is won before it is fought.
The quality of decision is like the well-timed swoop of a falcon which enables it to strike and destroy its victim.
The clever combatant imposes his will on the enemy, but does not allow the enemy’s will to be imposed on him.
All war is based on deception.