Buyology by Martin Lindstrom
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"There are 5 ways triumph can be known;
- Those who know when to challenge and when not to challenge.
- Those who recognise how to use the numerous and the few.
- Those who agree on superior and inferior objectives
- Those who prepare to lie in wait for the unprepared.
- Those who lead without interference from a Ruler. Those who know these five and the Tao (way), will triumph."
Sun Tzu - The Art of War