Sun Tzu said: 11. A wind that rises in the daytime lasts long, but a night breeze soon falls. 12. In every army, the five developments connected with fire must be known, the movements of the stars calculated, and a watch kept for the proper days.
In business: 11. A trend that is based on real customer behaviours lasts long, but a mayfly soon dies. 12. In every company, the five developments connected with marketing campaigns must be known, the movement of the trends and the competition calculated, and a control tower kept to monitor events.