IN one South-East Asian country, the BMW cars were not selling well at one time. Then, the management had a radical policy change. They jacked up the price. Projecting BMW as a status car augmented the campaign. The losing venture was turned into a roaring success.
To be first is to do something new, and therefore different, from the usual. If you want to be first, it is likely that someone who is now first would have to be displaced. You can not do the same thing as this person if you hope to displace him. Thus, Sun Tzu associates the aim of being first with doing the unexpected:
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