IX. Positioning the Company – Time the Customer

Sun Tzu said: 14. When, in consequence of heavy rains up-country, a river which you wish to ford is swollen and flecked with foam, you must wait until it subsides.

In business: 14. When a customer is on a roll and carries a lot of hype and displays arrogance, you must wait until it is more humble before you entertain it.

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