"Convince your enemy that he will gain very little by attacking you; this will diminish his enthusiasm."

The core idea here is pretty straightforward: if you can make your opponent or adversary believe that attacking you won’t benefit them much, they'll lose their drive to fight. Essentially, it's about demotivating your enemy by showing them there's nothing much to gain from clashing with you.

This concept has roots in ancient military strategy, particularly in the wisdom of Sun Tzu, the famed Chinese general and military strategist. Sun Tzu’s "The Art of War" is all about winning conflicts with minimal confrontation. This piece of advice fits right in—if your enemy doesn't see a worthwhile reward, the battle might end before it even starts.

For a real-life example, let's talk about a situation in the business world. Picture a small startup that's just entered the market, and they’re up against a much larger corporation. The big company might consider squashing the newcomer to eliminate competition. But what if the startup showcases that their market share is tiny and their resources are limited? They could demonstrate that even if the big company pushes them out, it won't really impact the larger corporation's profit margins in any significant way. The large corporation might then decide that the effort and resources required to attack the startup just aren't worth it—there's no substantial gain to be had.

So, how can you apply this wisdom in your own life? Think about conflicts you might face—whether at work, in your personal life, or even in competitive scenarios. Instead of gearing up for a head-on confrontation, step back and assess what your opponent stands to gain. Can you downplay your position or make it clear that there’s minimal value in attacking you? It’s about diverting their energy away from you by making the target seem less appealing.

Let’s illustrate this with a relatable story. Picture two neighbors, Alice and Bob, who have been at odds over a boundary fence. Bob, feeling like he’s been wronged, is gearing up to take legal action against Alice. Alice, on the other hand, knows that Bob’s primary goal is not the fence itself but the principle of feeling he’s right. Instead of escalating the situation, Alice invites Bob over for coffee and explains that the legal fees would be much higher than the cost of the fence repair. She offers a minor concession, like sharing the cost of a surveyor to officially mark the boundaries. Bob, realizing that the legal battle would be costly and the gain minimal, rethinks the value of pursuing his initial plan. They end up resolving the issue without stepping into a courtroom.

In your own conflicts, remember that showing the lack of significant gain can be a powerful tool. It’s not about bluffing—it's about genuinely evaluating the situation and presenting it honestly. Your enemy's enthusiasm will wane when they see the effort isn't worth the reward. And in the end, isn't avoiding unnecessary conflicts way more peaceful for everyone involved?