The state of Qin attacked Zhao, and the King of Zhao sent Zhao Kuo to replace Lian Po as general. Lin Xiangru admonished, saying: "Your Majesty appoints him because of his reputation, but this is like gluing the tuning pegs of a zither to play it—utterly inflexible. Zhao Kuo can only recite the military texts his father left behind; he knows nothing of adapting to circumstances." The King paid no heed and sent Zhao Kuo to lead the army nonetheless.
From youth, Zhao Kuo had studied the art of war and discoursed on military matters, believing no one under heaven could rival him. He once debated strategy with his father, Zhao She, who could not refute him, yet did not consider him truly capable. Zhao Kuo's mother asked Zhao She why, and he replied: "War is a matter of life and death, yet Zhao Kuo speaks of it with reckless ease. If Zhao never employs him as general, so be it; but if he is employed, the one who will bring ruin upon the Zhao army will surely be him."
When Zhao Kuo was about to set out on campaign, his mother submitted a memorial to the King, saying: "Zhao Kuo must not be made general." The King asked why, and she answered: "In former days, I served his father. When his father was general, he personally offered food and drink to more than ten of his men, and counted over a hundred as his close companions. The gifts bestowed by Your Majesty and the royal clan, he distributed entirely among the officers and soldiers. From the day he received his command, he never once concerned himself with household affairs. Now, the moment Zhao Kuo becomes general, he sits facing east to receive the salutes of his subordinates, and no officer dares lift his eyes to him. The gold, silver, silks, and fabrics granted by Your Majesty, he hoards away in his own home, and daily he scans the countryside for suitable estates and fields, buying whatever he can. How does Your Majesty think he compares with his father? Father and son are utterly unlike in mind and heart. I beg that Your Majesty not send him." The King replied: "Do not interfere further; my decision is made." Zhao Kuo's mother then said: "Since Your Majesty insists on sending him, if he proves unequal to the task, I pray that I may not be held accountable." The King consented.
After Zhao Kuo replaced Lian Po, he completely altered the military regulations and replaced the officers. When the Qin general Bai Qi heard of this, he dispatched elite troops in a feigned retreat, then cut off the Zhao army's supply lines, splitting their forces in two and plunging the soldiers into confusion and despair. After more than forty days, the Zhao army was starving. Zhao Kuo personally led his finest warriors in a desperate sortie, but was shot dead by Qin arrows. The Zhao army suffered a catastrophic defeat, and hundreds of thousands of soldiers surrendered to Qin, who buried them all alive. In total, Zhao lost four hundred and fifty thousand men.
💡 商战启示录
This passage reveals that the core peril in commercial warfare lies in "armchair strategy." Zhao Kuo possessed only theoretical knowledge but lacked practical combat experience and the ability to adapt, ultimately leading to the total annihilation of his army. In modern enterprises, leaders resembling Zhao Kuo are ubiquitous: graduates of prestigious MBA programs, steeped in bookish wisdom, yet devoid of frontline market experience. The most illustrative case is found in certain players of the bike-sharing wars, where founding teams placed blind faith in capital and traffic models while neglecting operational details and genuine user needs—expanding recklessly until funding chains snapped, culminating in bankruptcy or acquisition. Conversely, Ren Zhengfei of Huawei emphasizes "letting those who hear the cannon fire make decisions," which is precisely a means of averting lofty empty talk at the top and honoring the wisdom of frontline practice. The sagacity of commercial warfare lies in three principles: first, when selecting talent, one must assess actual hands-on operational capability rather than merely an impressive résumé; second, strategy formulation must remain flexible, adapting to shifting market dynamics, and must never succumb to dogmatism; third, organizations should sustain open channels of communication, guarding against leaders who rule by fiat and insulate themselves from authentic feedback. The words of Zhao Kuo's mother—that "father and son were of divergent hearts"—serve as a reminder to entrepreneurs that when a leader places personal gain above the company's interests, the team will inevitably fracture and the enterprise will decline. A true business leader should emulate Zhao She: versed in theory yet grounded in practice, compassionate toward subordinates, and willing to share the fruits of success.