Appear Weak When You Are Strong

From Chapter 1 (Laying Plans) of The Art of War, part of a list of deceptive stratagems that follow from Sun Tzu's axiom that all warfare is based on deception. The principle of deliberate misrepresentation — projecting strength when vulnerable, and feigning weakness when powerful — was central to Sun Tzu's approach to managing an opponent's decision-making. The same principle appears repeatedly throughout The Art of War and has been applied extensively in diplomatic and competitive contexts well beyond warfare.