"El conocimiento previo no se puede obtener de fantasmas y espíritus, no se puede obtener por analogía, no se puede descubrir mediante cálculos. Debe obtenerse de las personas, personas que conocen las condiciones del enemigo."

This quote is about how true and reliable information, especially in the context of understanding an opponent or enemy, can't be obtained through supernatural means, simple guesses, or mathematical calculations. Instead, it has to come from real people who are knowledgeable about the situation.

Historically, this was said by Sun Tzu, the ancient Chinese military strategist, in his seminal work "The Art of War." Sun Tzu lived during a time where warfare was a common aspect of life, and his insights were meant to provide practical advice on strategy and leadership. His focus was on the real and tangible—understanding the environment, the enemy, and the broader context through direct intelligence and human sources.

Now, let’s bring this idea into a modern-day scenario. Imagine you’re a project manager at a tech company, working on a new product launch. You might be tempted to rely on market reports, software predictions, or even just your gut feeling. But to truly understand your competition—what they’re planning, their weaknesses, and their strengths—you need to get insights from people who have worked there, industry insiders, or even previous employees. These are the folks with the firsthand knowledge that can give you a true edge.

So, how do you apply this wisdom in your own life? First, it’s about valuing human intelligence and direct sources. If you’re trying to learn about a competitor, reach out to industry contacts, attend networking events, or conduct interviews with people who have inside knowledge. Instead of relying on guesswork or superficial data, dig deeper to get the real story.

Imagine you're a small business owner trying to expand into a new market. You’ve done your research online, read all the available reports, and even hired a consultant. But something’s missing. So you start talking to locals—people who live and breathe this market every day. You chat with other business owners, customers, and even former employees of your competitors. These conversations reveal nuances and insights that no report could have given you. You realize that the local culture values certain product features more than others, or that there’s a seasonal trend you hadn’t considered.

Here’s the key takeaway: always seek out and listen to the people who have direct experience and knowledge. Their insights will be grounded in reality, not theory. It’s about making connections and valuing firsthand information over abstract data.

Think about it like this—if you were trying to navigate a new city, would you rely solely on a map or GPS? Or would you also ask locals for their recommendations and tips? Sure, the map gives you the layout, but the locals provide the color, the vibrancy, the shortcuts and hidden gems that a map never could. That’s the essence of what Sun Tzu is talking about. True understanding comes from those who live and breathe the situation, not from detached calculations or guesses.

So next time you’re faced with a challenge, remember—tap into the people who know. Their insights might just be the game-changer you need.