Sun Tzu said: 9. (4) If it is possible to make an assault with fire from without, do not wait for it to break out within, but deliver your attack at a favorable moment. 10. (5) When you start a fire, be to windward of it. Do not attack from the leeward.
In business: 9. (4) If it is adequate to launch a marketing campaign by advertising, do not wait for it to impact the competition, but confront its customers at a favourable moment. 10. When you start a campaign, ride on the general trend. Do not campaign against the Trend.