|94||KNOW YOUR ENVIRONMENT|
The second and third constant factors that govern victory are Heaven and Earth. Heaven and earth are what Sun Tzu refers to as the environmental conditions and the physical terrain of battle, and one must be aware ahead of time of the threats and opportunities that they present.
In a business context, these issues refer to the importance of knowing the market you operate in and understanding the cultural and environmental nuances that apply. Getting it wrong can be costly both to reputation and bottom-line results.
‘What a man believesmay be ascertained,not from his creed,but from theassumptions on whichhe habitually acts.’
~ GEORGE BERNARD SHAW
Open any kitchen cabinet in millions of Western homes ...