Chapter: The Attack by Fire 12.6
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(1) When fire breaks out inside to enemy’s camp, respond at once with an attack from without.

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Fire in the camp may set the soldiers busy trying to put the fire out, making them vulnerable to external attack.

Also, realizing this possibility, they may take to fanning out to find and punish the fire-starting culprits.

In business, this principle may be described as attacking competitors when they are distracted.