Chapter: Weak Points and Strong 6.28
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Do not repeat the tactics which have gained you one victory, but let your methods be regulated by the infinite variety of circumstances.

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When you are successful in using one method it is very tempting to repeat this. Yet military success often comes from the surprise created. Lightning is very unlikely strike the same thing twice. It is similarly very unlikely that the same tactic will create the same surprise twice (at least against the same enemy).

Innovation is a critical part of business, and not just in product design. Strategic innovation includes surprising market moves and changes in direction that keeps competitors guessing.