" (XII) but even if employees are paid, they must still be loyal for other reasons, as quite often talented employees can just find a job elsewhere. "Therefore, "the arms with which a prince defends his state" must be "his own," counsels the author of the Prince still ads that "the chief foundations of all states, new as well as old or composite, are good laws and good arms; and as there cannot be good laws where the state is not well armed, it follows that where they are well armed they have good laws." (XII) Likewise a good product must deliver on its promised quality to the consumer, and no puffery or rapaciousness on the part of the leader can ensure a market permanently acquired by force alone, its claims must be backed up with some substance.

When the enemy or competitor is finally engaged, Sun Tzu advises a...
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