Sun Tzu said: 7. Heaven signifies night and day, cold and heat, times and seasons. 8. Earth comprises distances, great and small; danger and security; open ground and narrow passes; the chances of life and death.
In business: 7. The Trend signifies changes in people’s behaviours and shifts in demand over cycles, seasons, quarters and months. 8. The Market comprises the suppliers and customers, barriers to entry, substitutes, rivalry between competitors, the chances of success or failure.