Chapter: Laying of Plans 1.19
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Hence, when able to attack, we must seem unable; when using our forces, we must seem inactive; when we are near, we must make the enemy believe we are far away; when far away, we must make him believe we are near.

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As humans, we are naturally deceptive. Evolution has made us so. It has also made us cautious and good at detecting deception. The side which both spots deception and deceives the best, wins.

Consider every perception of the other side and find ways of changing this.