Sun Tzu says that if you want to make your enemy move his forces, attack him at a place he absolutely must defend. Because then you can predict what he’ll do (move forces to defend that spot). And moving his forces costs him. A lot.
I think Sun Tzu understood what many marketers today have forgotten. We have power in the market. We can take a stand in a way that makes our competition react. Make them take desperate measures to defend their territory. Make them spend a bunch of money trying to play the game on your terms.
How do you do this? Find your unique value and show it to the market. And this isn’t nearly as easy as it sounds.