“Confront them with annihilation, and they will then survive; plunge them into a deadly situation, and they will then live. When people fall into danger, they are then able to strive for victory.”
- 544 BC-496 BC
- Born in China
- Military strategist, military strategist
- Wrote “The Art of War” by Sun Tzu, establishing it as a classic of strategy and tactics
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Quote
“Confront them with annihilation, and they will then survive; plunge them into a deadly situation, and they will then live. When people fall into danger, they are then able to strive for victory.”
Explanation
In this quote, Sun Tzu explores the psychological concept that desperation can be a powerful motivator. When an enemy is faced with the prospect of total annihilation or a life-threatening situation, they are often forced to fight with extraordinary determination and resourcefulness. The fear of death or destruction can drive individuals or armies to strive for victory in ways they might not have done under normal circumstances. This idea reflects a critical aspect of warfare: when an adversary is backed into a corner, they are more likely to fight fiercely in an attempt to survive, and thus their resistance can become stronger and more dangerous. By confronting an opponent with the threat of total destruction, a strategist can force them into a position where they must act decisively, often leading to unpredictable and intense outcomes.
This principle also finds relevance in business strategy. Companies that are facing imminent collapse, such as those on the brink of bankruptcy, often become more innovative and aggressive in their attempts to survive. For example, Kodak failed to recognize the changing photography market in time and was ultimately forced into drastic measures to try to compete with digital photography. However, companies in dire situations often strive to reinvent themselves, like Apple’s turnaround under Steve Jobs in the late 1990s, when the company was facing near extinction. In such moments of crisis, businesses are forced to become more dynamic and innovative, striving for victory when their very survival is at stake.
In military history, this concept is exemplified by situations where armies, facing overwhelming odds, have managed to turn the tide of battle through sheer desperation and will to survive. For instance, during World War II, the Soviet Union’s defense of Stalingrad was marked by fierce resistance, where the threat of German annihilation of the Soviet Union forced the Soviet soldiers to fight with extraordinary intensity. Similarly, the Battle of Thermopylae (480 BCE), where a small group of Spartan soldiers faced certain death against the Persian Empire, became a symbol of resistance and sacrifice that inspired future military efforts. In both cases, the threat of annihilation brought out a level of determination and resilience that ultimately played a role in their survival or legacy, demonstrating the power of pushing adversaries into desperate situations.
