King Wei of Wei intended to attack the state of Wei, and his minister Gongzi Kui admonished him, saying: "I have heard that in a victorious state, the people do not grow arrogant, nor do its generals grow timid; in a defeated state, the people do not grow fearful, nor do its generals grow timid. Now Your Majesty desires to attack Wei—even if you should triumph, calamity would still follow. The reason the state of Wei has endured is that it has not practiced tyrannical governance. If Your Majesty now attacks it, you would be aiding Wei in adopting tyranny. Moreover, Wei is but a small state, and Your Majesty, as the sovereign of a mighty kingdom with ten thousand chariots, would gain no glory in conquering it, yet should you fail, you would become the laughingstock of the world. I beg that Your Majesty refrain from this campaign." The King of Wei heeded not his counsel and launched the attack. The ruler of Wei then entered the court of Wei, pleading for submission, and only then did the King of Wei withdraw his forces.
💡 商战启示录
This strategy reveals the strategic trap of "the strong bullying the weak" in commercial warfare. In modern business, when a giant enterprise crushes a startup through sheer scale advantage, even victory can be perceived as "bullying the small," damaging brand image and public trust, while inviting regulatory scrutiny and backlash from public opinion. For instance, a major technology company once leveraged its dominant market position to suppress smaller competitors—though commercially advantageous, it drew antitrust investigations and consumer boycotts, ultimately forcing it to adjust its strategy at the cost of hefty compliance expenses and reputational damage. Conversely, wise leaders, as Prince Kui counseled, assess the latent risks of "a win that brings no honor, a loss that invites ridicule," avoiding needless conflict in favor of seeking cooperation or a coexistent ecosystem. Modern enterprises should prize the innovative capacity of "the small challenging the great"—if a large corporation forcibly swallows smaller innovators, it may stifle its own ability to adapt to change. True strategic wisdom lies in restraint: even with overwhelming superiority, one must resist the abuse of power, making "subduing the enemy without fighting" the supreme art—consolidating one's position by setting industry standards, investing in ecosystems, or fostering healthy competition, rather than relying on brute conquest. This strategy reminds leaders that a victory tainted by moral compromise will ultimately turn upon its victor.