After Xi Wu's defeat at Yique, the Qin general Bai Qi pressed on to attack the state of Wei. The King of Wei dispatched Xu Jia to Qin to sue for peace. King Zhao of Qin declared, "I desire the head of the King of Wei, to atone for my wrongs before all under heaven." Xu Jia replied, "I have heard that one who would be a true king deceives not the world, and one who would be a hegemon deceives not his neighbors. Now Your Majesty demands the head of the King of Wei—this is to deceive Wei. Though Wei be weak, its people have strength enough to defend their state; moreover, the King of Wei is wise, and his ministers are loyal. If Your Majesty seeks to possess Wei, it were better to make peace with Wei; then Wei will surely be grateful to Your Majesty, and Qin shall remain secure and untroubled. But if you insist on the King of Wei's head, then Wei will resist to the death, and even should Qin prevail, its losses shall be grievous." Thereupon King Zhao of Qin abandoned this demand and permitted peace with Wei.
💡 商战启示录
This strategy reveals the core wisdom of business negotiation: the powerful should not press their advantage too far, but rather seek a win-win outcome. King Zhaoxiang of Qin initially demanded the head of the King of Wei from a position of absolute superiority, much like an industry giant attempting to eliminate a weaker competitor through acquisition. However, Xu Jia pointed out that excessive pressure would provoke desperate resistance from the opponent, leading to mutual destruction. In business, a similar case is Microsoft's acquisition attempt of Yahoo: Microsoft's offer was too high and its attitude too aggressive, ultimately resulting in Yahoo's refusal, causing Microsoft to miss the opportunity while Yahoo was also severely weakened. Conversely, Cisco often retains the brands and teams of acquired companies during mergers, granting them dignity and achieving smooth integration, thereby reaping long-term benefits. Xu Jia's strategy reminds entrepreneurs: when facing weaker opponents, rather than seeking their complete annihilation, it is wiser to transform them into allies through cooperation or lenient terms—avoiding unnecessary attrition while accumulating goodwill. Modern business competition emphasizes ecological win-win dynamics; the true strength of the powerful lies in resolving conflicts rather than sowing resentment. King Zhaoxiang ultimately accepted peace, just as wise leaders choose concessions at the negotiating table in exchange for market stability and long-term development, rather than the fleeting thrill of conquest.