King Zhao of Yan was preparing to unite the feudal lords of the realm in an assault against Qi. In Qi, a woman who had suffered wrongful death cried out to heaven in her anguish, and heaven responded by sending down thunder and lightning, striking and destroying the altars of Qi's state. Yet King Min of Qi remained unrepentant, growing ever more arrogant, and harbored ambitions to swallow up the Zhou house and proclaim himself Son of Heaven. The feudal lords were all seized with dread.
Su Dai, acting on behalf of Qi, went to persuade King Zhao of Yan, saying: "I have heard that an enlightened ruler does not obscure the righteousness of others, and a loyal minister does not begrudge death in achieving renown. Though Qi is powerful, if Your Majesty unites the realm to strike against it, I privately believe this to be a grave error. Qi, though it has strayed from the Way, still enjoys the protection of Heaven's mandate over its altars. Moreover, Your Majesty has but recently ascended the throne; the state is not yet settled, and the people have not yet pledged their allegiance. Should you dispatch troops against Qi, I fear that before the armies of the feudal lords even arrive, Yan itself will suffer the consequences. Far better to hold your forces in check and observe how events unfold, allowing the other lords to make the first move. Qi will inevitably be worn down by the strain, and then Your Majesty may reap the benefits from a position of ease—thus achieving two gains in a single stroke."
King Zhao of Yan said: "Well spoken." And so he ceased his preparations.
💡 商战启示录
Su Dai advised King Zhao of Yan to "hold troops in check, observe the shifting tides, and reap the rewards of the enemy's exhaustion"—a strategy that in modern commercial warfare corresponds to the principle of "striking second, prevailing first." When market giants are locked in chaotic combat or an industry is undergoing a reshuffle, weaker players should not rush to launch an offensive; instead, they should bide their time, allowing competitors to deplete their resources first. For instance, in the early ride-hailing wars, Didi did not go all out at the onset of the subsidy battle; rather, it observed the cash-burning tactics of rivals like Kuaidi and Uber, waiting until the market landscape became clear and all parties were severely weakened, before consolidating its dominance through mergers and capital maneuvers. Similarly, in the smartphone market, Huawei refrained from blindly racing ahead in the early 5G era, choosing instead to wait for the technology to mature and for competitors to stumble through trial and error, before launching refined products and seizing the high-end market with steady composure. By heeding Su Dai's counsel, King Zhao of Yan avoided the peril of prematurely exposing his strength and inviting a coalition of feudal lords to counterattack—a lesson that reminds business leaders: in uncertain environments, curbing impulsiveness, conserving strength, and awaiting the optimal moment often prove more effective than recklessly striving to be first. Especially when resources are limited, latecomers can surpass their rivals at lower cost by observing opponents' strategies, learning from their experiences, and avoiding their mistakes. Yet "holding troops in check" is by no means passive waiting; it demands continuous vigilance over the situation, and once the moment ripens, swift action must follow—only then can one "achieve two goals with a single stroke."