1. Know Yourself and Know Your Enemy

“If you know the enemy and know yourself, you need not fear the result of a hundred battles.”

In business, this means deeply understanding your own brand—its strengths, weaknesses, values, and goals—and having a clear picture of your competition. Conduct thorough SWOT analyses, track competitor campaigns, and learn what resonates with their (and your) target audience.

Example:
When Apple launched the iPhone, it didn’t just build a better phone. It studied the flaws of existing devices and leveraged its design expertise to create something users didn’t know they needed—an ecosystem that blended hardware, software, and style.

2. All Warfare Is Based on Deception

“When you are strong, appear weak; when you are weak, appear strong.”

Modern marketers use this principle by building suspense, using unexpected campaigns, or disrupting industry norms to gain attention and edge out competition.

Example:
UK fashion brand Burberry reinvented its image by strategically embracing digital transformation and exclusivity. After years of being seen as outdated, Burberry staged a comeback by creating buzz with limited-edition drops, Instagram-first runway shows, and unexpected celebrity collaborations. The calculated reinvention appeared spontaneous to the public but was a meticulously planned shift in perception.

3. Win Before the Battle Begins

“Victorious warriors win first and then go to war.”

Strategy always comes before tactics. Instead of jumping into flashy campaigns, start with a long-term plan that’s grounded in customer data, competitive analysis, and brand identity.

Example:
Nike’s iconic “Just Do It” isn’t just a tagline—it’s a long-term brand vision that connects emotionally with customers and guides every campaign, influencer partnership, and product launch.

4. Exploit the Element of Surprise

“Attack him where he is unprepared, appear where you are not expected.”

Find gaps in the market where competitors are underperforming. Innovate in areas they’ve neglected or assume are “safe.”

Example:
UK-based Bulldog Skincare disrupted the male grooming industry by targeting an underserved segment—men looking for natural, cruelty-free products without the luxury price tag. While larger competitors relied on conventional branding and celebrity endorsements, Bulldog leaned into ethical values, minimalist design, and strong retail distribution, gaining significant market share and consumer trust.

5. Be Fast and Agile

“Quickness is the essence of war.”

Agility is critical. Market conditions shift fast—your team needs the tools and mindset to respond quickly, run tests, and pivot strategies based on real-time data.

Example:
Aldi UK excels at reacting to cultural moments with wit and speed on social media. Its humorous, low-budget but timely posts often go viral, allowing it to punch above its weight in digital engagement—even compared to the UK’s biggest supermarket chains.

6. Master the Terrain

“He who knows the terrain knows how to use it to his advantage.”

In marketing, “terrain” means understanding the platforms, environments, and cultural context where your audience lives—social media, email, mobile, etc.

Example:
British skincare brand The Ordinary (part of DECIEM) has dominated the online beauty landscape by focusing on YouTube tutorials, skincare influencers, and ingredient transparency. Their direct-to-consumer approach and mastery of digital platforms helped them bypass traditional advertising and connect with a younger, values-driven audience.

7. Align Your Forces

“The skillful fighter puts himself into a position which makes defeat impossible.”

Siloed teams lead to disjointed efforts. The best sales and marketing strategies involve tight alignment across departments, shared goals, and a unified brand message.

Example:
UK-based Octopus Energy has grown rapidly by aligning its customer service, tech, and marketing teams around a mission of sustainability and transparency. Their proprietary technology platform, Kraken, empowers both internal teams and customers, while marketing consistently reinforces their ethical values and innovative approach—making them stand out in the crowded energy sector.

Final Thoughts……

While The Art of War is ancient, its lessons are timeless. In the world of modern marketing and sales, where competition is fierce and attention spans are short, strategy wins over brute force every time. By understanding your audience, outsmarting your rivals, and staying agile in the face of change, you can build a brand that not only survives—but thrives.