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三十六计英文-Thirty-Six Stratagems 25. Replace the beams and pillars with rotten timber 三十六计
三十六计英文
26. Point at the mulberry only to curse the locust
To the person who can carry it off, clearly telling an opponent his strategic
mistakes and promising to exploit them and defeat the opponent is one way to
win. Clear and forceful guarantees that the choice to go to war with you will be
costly and painful for the other side can work, but mere threatening and
storming will not work.
Some leaders take this stratagem a step further and "make an example" of a front
man from the other side. Most of us have probably read accounts of soft drink
companies who drag a lunch counter operator to court for trademark violation
because the small businessman had signs for Coca Cola or a similar drink in the
store window but did not actually serve Coca Cola (or the advertised drink).
We're amazed at the trouble they take to haul such a minor moneymaker to court,
but the effect is to subdue other, would-be trademark violators. This is an
example of the use of pointing at the mulbery to curse the locust strategy.
Of course, the strategy can backfire, as was illustrated when McDonald's started
writing letters and notifications to small food services in Europe. They told
one lunch counter with the McDonald's name to lose the name, even though it was
the name of the person who owned the business. The golden arches company
suffered a setback when the head of the McDonald clan in Scotland opened a sham
restaurant with his name on it. He notified McDonald's that he would be gracious
enough not to sue them for using his name without permission (and his claim to
having had the name first was certainly easily verifiable by generations of the
McDonald clan). Further, he let it be known to McD's and all others that his
family insignia was two golden balls. As far as I know, the American McDonald's
did not reply, nor did they sue him.
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