Chapter: The Nine Situations 11.34
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Thus the skillful general conducts his army just as though he were leading a single man, willy-nilly, by the hand.

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An army or a business is made up of individual people. Whilst there is collective action, each is an independent agent. Hence, in order to gain a collective motivation, each person must receive the same message.

Leaders hence must be constant in their purpose and copious in their communication.