By holding out advantages to him, he can cause the enemy to approach of his own accord; or, by inflicting damage, he can make it impossible for the enemy to draw near.

This quote from Sun Tzu's *The Art of War* emphasizes the dual strategies of persuasion and deterrence in engaging an adversary. The phrase suggests that one can effectively manipulate an enemy's actions through the promise of rewards or the threat of harm. By promising advantages, a strategist can entice an opponent to come closer, often leading them into a favorable position for conflict. Conversely, by inflicting damage or presenting formidable obstacles, one can make it too risky for the adversary to approach, thereby maintaining distance and control over the situation. In modern contexts—be it in business, politics, or social dynamics—this principle can be applied in various ways. For instance, in competitive business environments, companies may offer incentives, discounts, or exclusive benefits to lure customers from competitors, akin to Sun Tzu's strategy of "holding out advantages.” This not only draws in potential clients but can also create a perception of value that enhances customer loyalty. Conversely, the idea of “inflicting damage” can be interpreted in a corporate setting as a means of employing strategic barriers, such as legal constraints, stronger branding, or superior product quality, which discourage competitors from entering a market or challenge their position. In international relations, nations might use diplomacy to offer aid or partnerships while simultaneously employing sanctions or military presence to deter adversaries from taking aggressive actions. Ultimately, Sun Tzu's wisdom highlights the importance of strategic positioning, whether through the allure of opportunity or the imposition of risks. In every aspect of conflict—be it literal or metaphorical—understanding human behavior and leveraging both attraction and deterrence can lead to a decisive advantage.