Sun Tzu’s The Art of War may be centuries old, but its lessons on strategy and competition are as relevant today as ever, especially for anyone who is looking to scale their business. While it was written with generals in mind, its principles translate surprisingly well to business, offering insights into planning, leadership and navigating competition.
Why I chose this book:
If you’ve never picked up The Art of War, you might assume it’s just a dry military manual. It’s not. The advice is surprisingly modern, and it’s written in a way that gets you thinking strategically about your own challenges. For any leader or potential leader, it’s a goldmine of ideas for staying competitive, managing teams and making smarter decisions.
Yes, some of the metaphors might feel a little dramatic (you probably won’t describe your competitors as “enemies” in real life), but the core principles are timeless. It’s a quick, thought-provoking read that can inspire you to lead with intention and outmaneuver the competition.
I recommend it for:
The Art of War may not explicitly address business, but its universal principles are highly applicable. For instance, the directive to “appear at points which the enemy must hasten to defend” encourages leaders to innovate in areas where competitors have yet to establish a foothold, such as niche markets or underutilized product categories.
Additionally, the text’s focus on resource management and efficiency provides valuable lessons for executives tasked with juggling tight budgets and supply chain challenges. The wisdom of conserving strength for decisive moments is especially relevant in managing promotional campaigns or trade show preparations.
Key points:
Planning is everything. Tzu famously said, “Victorious warriors win first and then go to war.” For business, this means preparation is key. In our fast-paced industry, where trends shift and customer needs evolve, this is a great reminder to do your homework, whether it’s researching customer preferences or planning a launch for maximum impact.
Know your competition. One of the book’s most quoted ideas is, “Know your enemy and know yourself, and you need not fear the result of a hundred battles.” While we’re not enemies with our competitors, understanding what they’re offering – and how you can do it better – gives you a real edge. Maybe they’re missing the boat on sustainability, or perhaps their lead times are slow. Identifying those gaps can be your opportunity to stand out.
Stay flexible. Tzu often emphasizes adaptability: “In the midst of chaos, there is also opportunity.” Sound familiar? The promotional products industry is no stranger to chaos – whether it’s a supply chain hiccup or a last-minute client request. Being able to pivot quickly and turn challenges into opportunities is a skill every manager needs.
Leading your team. Another gem from Tzu: “Treat your men as you would your own beloved sons. And they will follow you into the deepest valley.” In other words, take care of your team, and they’ll go the extra mile for you. Whether you’re managing a sales team or working with suppliers, building strong, respectful relationships makes a huge difference in hitting your goals.
Timing is everything. One of the most practical lessons is about timing – knowing when to act and when to wait. In our industry, this could mean holding off on launching a product until it aligns with a big event or seasonal trend or jumping on an opportunity when the market is ripe for it.
My takeaway:
What’s great about The Art of War is how adaptable it is. For example, Tzu’s advice to “appear at points which the enemy must hasten to defend” is basically a nudge to innovate in areas where competitors are weak or not paying attention. Think about those niche markets or creative product ideas that haven’t been fully explored yet.
The book also stresses the importance of efficiency – something we all need to master when managing tight budgets or balancing multiple projects. It’s a good reminder to focus your energy on what really matters, instead of spreading yourself too thin.
You must approach your business in new and innovative ways. It might not be a war, but that doesn’t mean you can’t use it to win each opportunity.
What should I read next?
My library of business books is large, but I’m always looking to build it out. If you have any suggestions for business books that are meaningful to you, please let me know at JGR@ppai.org, and after I give it a read, I’ll share my impressions in PPAI Magazine.
Gibbons-Rauch is PPAI’s professional development lead.
