{"id":2088,"date":"1996-08-01T16:56:47","date_gmt":"1996-08-01T16:56:47","guid":{"rendered":"https:\/\/www.brunomedicina.com\/1996\/08\/01\/arta-razboiului-in-lumea-afacerilor\/"},"modified":"2026-05-24T20:01:52","modified_gmt":"2026-05-24T20:01:52","slug":"arta-razboiului-in-lumea-afacerilor","status":"publish","type":"post","link":"https:\/\/www.brunomedicina.com\/ro\/1996\/08\/01\/arta-razboiului-in-lumea-afacerilor\/","title":{"rendered":"\u201eArta r\u0103zboiului\u201d \u00een lumea afacerilor"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mpk0t5ab-5d1e9bc82b8ef8bf58239beb4e448b7a\">\n#top .av-special-heading.av-mpk0t5ab-5d1e9bc82b8ef8bf58239beb4e448b7a{\npadding-bottom:10px;\nfont-size:3vw;\n}\nbody .av-special-heading.av-mpk0t5ab-5d1e9bc82b8ef8bf58239beb4e448b7a .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n#top #wrap_all .av-special-heading.av-mpk0t5ab-5d1e9bc82b8ef8bf58239beb4e448b7a .av-special-heading-tag{\nfont-size:3vw;\n}\n.av-special-heading.av-mpk0t5ab-5d1e9bc82b8ef8bf58239beb4e448b7a .av-subheading{\nfont-size:15px;\n}\n\n@media only screen and (min-width: 990px){ \n#top #wrap_all .av-special-heading.av-mpk0t5ab-5d1e9bc82b8ef8bf58239beb4e448b7a .av-special-heading-tag{\nfont-size:46px;\n}\n}\n\n@media only screen and (min-width: 768px) and (max-width: 989px){ \n#top #wrap_all .av-special-heading.av-mpk0t5ab-5d1e9bc82b8ef8bf58239beb4e448b7a .av-special-heading-tag{\nfont-size:46px;\n}\n}\n\n@media only screen and (min-width: 480px) and (max-width: 767px){ \n#top #wrap_all .av-special-heading.av-mpk0t5ab-5d1e9bc82b8ef8bf58239beb4e448b7a .av-special-heading-tag{\nfont-size:46px;\n}\n}\n\n@media only screen and (max-width: 479px){ \n#top #wrap_all .av-special-heading.av-mpk0t5ab-5d1e9bc82b8ef8bf58239beb4e448b7a .av-special-heading-tag{\nfont-size:46px;\n}\n}\n<\/style>\n<div  class='av-special-heading av-mpk0t5ab-5d1e9bc82b8ef8bf58239beb4e448b7a av-special-heading-h2 blockquote modern-quote  avia-builder-el-0  el_before_av_textblock  avia-builder-el-first  av-inherit-size'><h2 class='av-special-heading-tag '  itemprop=\"headline\"  ><span class='special_amp'>\u201e<\/span>Arta r\u0103zboiului<span class='special_amp'>\u201d<\/span> \u00een lumea afacerilor<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mpk0vc1n-716fa7e20194b9402e8986d41f645b3d\">\n#top .av_textblock_section.av-mpk0vc1n-716fa7e20194b9402e8986d41f645b3d .avia_textblock{\nfont-size:17px;\n}\n<\/style>\n<section  class='av_textblock_section av-mpk0vc1n-716fa7e20194b9402e8986d41f645b3d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2077 alignright\" src=\"https:\/\/www.brunomedicina.com\/wp-content\/uploads\/2026\/05\/sun-tzu.jpg\" alt=\"\" width=\"440\" height=\"293\" srcset=\"https:\/\/www.brunomedicina.com\/wp-content\/uploads\/2026\/05\/sun-tzu.jpg 700w, https:\/\/www.brunomedicina.com\/wp-content\/uploads\/2026\/05\/sun-tzu-300x200.jpg 300w\" sizes=\"auto, (max-width: 440px) 100vw, 440px\" \/><\/p>\n<p>Cine a r\u0103sfoit macar un test de marketing probabil c\u0103 a r\u0103mas surprins de cantitatea de termeni \u0219i metafore r\u0103zboinice (&#8222;de armata&#8221;) folosite: obiective, strategii, pozi\u021bionare, ni\u0219e de aparat, atac frontal, guerilla&#8230;<br \/>\nCeea ce nu trebuie s\u0103 ne uimeasc\u0103 prea mult: \u00eentr-o economie de pia\u021b\u0103 exista concurenta, iar concurenta \u00eenseamn\u0103 competi\u021bie.<br \/>\n\u00cen timp ce \u00een r\u0103zboi se \u00eencearc\u0103 cucerirea de teritorii, \u00een afaceri se caut\u0103 cote de pia\u021b\u0103; nu se folosesc arme, ci v\u00e2nz\u0103tori \u0219i publicitate.<br \/>\nDar, principiile strategice de baza r\u0103m\u00e2n, oricum, acelea\u0219i \u0219i o buna preg\u0103tire \u00een acest sens se v\u0103 dovedi foarte pre\u021bioas\u0103.<\/p>\n<p>Pe de alta parte, am amintit \u00eent\u00e2mpl\u0103tor, \u00een num\u0103rul trecut, c\u0103 \u00een lucr\u0103rile clasicilor latini este explicat cu lux de am\u0103nunte, mai eficace \u0219i mai sintetic dec\u00e2t \u00een tratatele moderne, ceea ce trebuie s\u0103 \u0219tim pentru a avea succes \u00een lumea afacerilor.<br \/>\nNici aceasta nu trebuie s\u0103 ne uimeasc\u0103:<br \/>\nchiar daca se modifica mediul \u0219i resursele tehnologice, principiile de comportament sunt acelea\u0219i.<br \/>\n\u00cen plus, \u00een antichitate, neputand conta pe mijloacele pe care le avem la dispozi\u021bie ast\u0103zi, rezultatul bun al oric\u0103rei opera\u021biuni era determinat, \u00een cea mai mare parte, de capacitatea de a fructifica la maximum resursele umane aflate la dispozi\u021bie.<br \/>\n\u0218i, data fiind dificultatea de a pastra \u0219i a reproduce materialul scris, se \u00eencerc\u0103 s\u0103 se condenseze cantitatea maxima de informa\u021bie \u00eentr-un num\u0103r minim posibil de cuvinte (spre deosebire de ceea ce se \u00eent\u00e2mpl\u0103 ast\u0103zi, c\u00e2nd cu doua sau trei concepte extrem de banale, se umple o carte&#8230;).<\/p>\n<p>Aceste doua premise, afirmate mai sus, aparent far\u0103 nici o leg\u0103tur\u0103 intre ele, \u00eemi dau posibilitatea s\u0103 abordez cel mai spectaculos manual despre succes \u00een afaceri scris vreodat\u0103:<br \/>\nnu este latinesc, ci chinezesc \u0219i merge \u00eenapoi \u00een timp p\u00e2n\u0103 \u00een anul 400 i.C. Este vorba despre &#8222;Arta R\u0103zboiului&#8221; al generalului Sun Tzu \u0219i con\u021bine o culegere a tuturor sfaturilor de urmat \u00een lumea r\u0103zboiului (\u0219i a afacerilor, adaug\u0103m noi). S\u0103 nu uitam, China este patria artelor mar\u021biale.<\/p>\n<p>Lucrarea a ap\u0103rut \u0219i \u00een limba romana, dar eu nu am putut s\u0103 o g\u0103sesc.<br \/>\nOricum, sunt convins c\u0103 putinii dintre cei care au cump\u0103rat-o s-au g\u00e2ndit s\u0103 o foloseasc\u0103 c\u0103 pe un ghid de afaceri.<br \/>\n\u00centruc\u00e2t m\u0103 simt dator s\u0103 justific afirma\u021bia de mai sus, a\u0219 vrea s\u0103 utilizez spa\u021biul pe care \u00eel am la dispozi\u021bie pentru a v\u0103 da o serie de citate asupra c\u0103rora s\u0103 reflecta\u021bi, far\u0103 a urm\u0103rii o logica anume \u00een \u00een\u0219iruirea lor.<br \/>\nNu vreau, \u00een schimb, s\u0103 v\u0103 bulversez cu informa\u021bii istorice, pe care a\u021bi putea s\u0103 le g\u0103si\u021bi \u00een orice enciclopedie buna.<\/p>\n<p>Alegerea citatelor a fost deosebit de dificila, \u00eentruc\u00e2t fiecare ver\u0219e\u021b din fiecare din cele 13 capitole con\u021bine ceva important; inutil s\u0103 spun c\u0103 \u00een loc de &#8222;armata&#8221;, &#8222;solda\u021bi&#8221;, &#8222;general&#8221;, pentru a ne folosii \u00een afaceri, ar trebui s\u0103 folosim substituen\u021bii comerciali.<br \/>\n\u00cen plus, unele adev\u0103ruri pot p\u0103rea evidente, dar, daca observam practica, vom descoperii c\u0103 nu este deloc a\u0219a.<br \/>\nAcestea fiind spuse, s\u0103 dam cuv\u00e2ntul Maestrului.<\/p>\n<p><em>&#8211; Cinci lucruri sunt esen\u021biale pentru victorie:<\/em><br \/>\n<em> &#8211; v\u0103 \u00eenvinge cel care \u0219tie c\u00e2nd s\u0103 lupte \u0219i c\u00e2nd s\u0103 nu lupte;<\/em><br \/>\n<em> &#8211; v\u0103 \u00eenvinge cel care \u0219tie cum s\u0103-\u0219i foloseasc\u0103 for\u021bele superioare \u0219i inferioare;<\/em><br \/>\n<em> &#8211; v\u0103 \u00eenvinge cel care are o armata animata de acela\u0219i spirit la toate nivele;<\/em><br \/>\n<em> &#8211; v\u0103 \u00eenvinge cel care, dup\u0103 ce s-a preg\u0103tit pe el \u00eensu\u0219i, v\u0103 \u0219ti s\u0103 a\u0219tepte momentul \u00een care inamicul este nepreg\u0103tit;<\/em><br \/>\n<em> &#8211; v\u0103 \u00eenvinge cel care, av\u00e2nd preg\u0103tire militara, nu v\u0103 suporta amestecul guvernan\u021bilor.<\/em><\/p>\n<p><em>&#8211; Opera\u021biunile militare cer urm\u0103toarea stratagema: daca e\u0219ti abil, arata-te nepriceput; daca e\u0219ti capabil, arata-te incapabil. Daca inten\u021bionezi s\u0103 ataci \u00een apropiere, preg\u0103te\u0219te-te c\u0103 pentru un lung mars. Daca inten\u021bionezi s\u0103 ataci la distanta, pref\u0103-te c\u0103 ai ajuns deja la jum\u0103tatea drumului.<\/em><\/p>\n<p><em>&#8211; Ademene\u0219te-\u021bi du\u0219manul cu perspectiva unui c\u0103\u0219tig; profita de confuzie \u0219i \u00eenfr\u00e2nge-l.<\/em><\/p>\n<p><em>&#8211; Provoac\u0103 iritare pentru a crea dezordine.<\/em><\/p>\n<p><em>&#8211; Pentru a ucide du\u0219manul, oamenii trebuie s\u0103 fie motiva\u021bi de ardoare; pentru a vedea avantajul victoriei, trebuie s\u0103 primeasc\u0103 recompensa potrivita.<\/em><\/p>\n<p><em>&#8211; \u00centr-o lupta de care, recompenseaz\u0103-l pe primul care a capturat 10 (care).<\/em><\/p>\n<p><em>&#8211; Obiectivul r\u0103zboiului este victoria, nu gloria \u00eenving\u0103torului.<\/em><\/p>\n<p><em>&#8211; Comandantul incapabil s\u0103-\u0219i controleze iritarea, \u00ee\u0219i v\u0103 trimite oamenii la asalt c\u0103 pe un roi de furnici, cu rezultatul c\u0103 unul din trei v\u0103 fi ucis \u0219i obiectivul nu v\u0103 fi cucerit.<\/em><\/p>\n<p><em>&#8211; A \u00eencerc\u0103 s\u0103 conduci o armata \u00een acela\u0219i mod \u00een care se administreaz\u0103 un regat, ignor\u00e2nd condi\u021biile \u00een care se opereaz\u0103, v\u0103 duce la ruina.<\/em><\/p>\n<p><em>&#8211; De aceea se spune:<\/em><br \/>\n<em> daca i\u021bi cuno\u0219ti amicul \u0219i te cuno\u0219ti pe tine vei fi \u00eenving\u0103tor \u00een 100 de batalii.<\/em><br \/>\n<em> Daca te cuno\u0219ti pe tine, dar nu-\u021bi cuno\u0219ti inamicul, la fiecare victorie vei suferi o \u00eenfr\u00e2ngere.<\/em><br \/>\n<em> Daca nu te cuno\u0219ti pe tine \u0219i nu-\u021bi cuno\u0219ti inamicul, vei fi \u00eenfr\u00e2nt \u00een fiecare b\u0103t\u0103lie.<\/em><\/p>\n<p><em>&#8211; Marii lupt\u0103tori ai antichit\u0103\u021bii se puneau mai \u00eent\u0103i pe ei \u00een\u0219i\u0219i \u00eentr-o pozi\u021bie imbatabila \u0219i apoi a\u0219teptau o ocazie s\u0103-\u0219i \u00eenfr\u00e2ng\u0103 inamicul.<\/em><br \/>\n<em> De aceea se spune c\u0103 strategul abil lupta dup\u0103 ce a \u00eenvins, \u00een timp ce acela care este destinat \u00eenfr\u00e2ngerii \u00eencepe s\u0103 lupte \u0219i dup\u0103 aceea \u00eencearc\u0103 s\u0103 \u00eenving\u0103. (V\u0103 rog s\u0103 medita\u021bi asupra acestei afirma\u021bii aparent paradoxale, pentru c\u0103 ea con\u021bine cheia succesului \u00een orice ac\u021biune pe care a\u021bi vrea s\u0103 o \u00eentreprinde\u021bi).<\/em><\/p>\n<p><em>&#8211; A controla o for\u021b\u0103 mare este c\u0103 \u0219i atunci c\u00e2nd controlezi una mai mica: este pur \u0219i simplu o chestiune de \u00eemp\u0103r\u021bire a num\u0103rului lor. Comandantul abil caut\u0103 rezultatul ac\u021biunii conjugate a grupurilor \u0219i nu cere prea mult de la indivizi.<\/em><\/p>\n<p><em>&#8211; Cel care ajunge primul la locul b\u0103t\u0103liei \u0219i a\u0219teapt\u0103 sosirea inamicului v\u0103 fi proasp\u0103t \u0219i preg\u0103tit pentru lupta, \u00een timp ce acela care v\u0103 ajunge al doilea v\u0103 fi epuizat chiar \u00eenainte de a \u00eencepe.<\/em><\/p>\n<p><em>&#8211; Po\u021bi s\u0103 fi sigur de succes doar atunci c\u00e2nd ataci posturi care nu sunt aparate; po\u021bi fi sigur de ap\u0103rare doar atunci c\u00e2nd men\u021bii posturi care nu pot fi atacate.<\/em><br \/>\n<em> De aceea este abil \u00een atac acel general al c\u0103rui inamic nu \u0219tie ce s\u0103 apere \u0219i este abil \u00een ap\u0103rare acel general al c\u0103rui inamic nu \u0219tie ce s\u0103 atace. (Cred c\u0103 aceste doua percepte reprezint\u0103 sinteza perfecta a \u00eentregii arte a r\u0103zboiului &#8211; sau marketingului, daca prefera\u021bi &#8230; ).<\/em><\/p>\n<p><em>&#8211; Punctul \u00een care inten\u021bionam s\u0103 atacam nu trebuie divulgat; astfel inamicul v\u0103 trebui s\u0103 se preg\u0103teasc\u0103 \u00eempotriv\u0103 unui atac din diverse puncte \u0219i, av\u00e2nd for\u021bele distribuite \u00een mai multe puncte, cele pe care le vom avea de \u00eenfruntat \u00een fiecare punct vor fi propor\u021bional mai pu\u021bin numeroase.<\/em><\/p>\n<p><em>&#8211; Nu repeta tacticile care te-au dus la victorie, ci las\u0103 c\u0103 metodele tale s\u0103 fie reglate de varietatea infinita a situa\u021biilor.<\/em><\/p>\n<p><em>&#8211; Atunci c\u00e2nd \u00eencercuie\u0219ti o armata, las\u0103-i porti\u021b\u0103 de sc\u0103pare; nu duce inamicul la disperare.<\/em><\/p>\n<p><em>&#8211; Daca un general arata \u00eencredere \u00een oamenii sai, dar insista \u00eentotdeauna c\u0103 ordinele s\u0103 \u00eei fie executate, c\u00e2\u0219tigul v\u0103 fi reciproc.<\/em><\/p>\n<p><em>&#8211; Rapiditatea reprezint\u0103 esen\u021b\u0103 r\u0103zboiului<\/em><\/p>\n<p><em>&#8211; Principiul conform c\u0103ruia se conduce o armata \u00eel constituie fixarea unui standard pentru rezultate, care trebuie atins.<\/em><\/p>\n<p><em>&#8211; Nu v\u0103 mi\u0219ca\u021bi, daca nu ave\u021bi \u00een vedere un c\u0103\u0219tig anume; nu folosi\u021bi trupele p\u00e2n\u0103 c\u00e2nd nu rezulta un avantaj; nu v\u0103 lupta\u021bi dec\u00e2t atunci c\u00e2nd este absolut necesar.<\/em><\/p>\n<p><em>&#8211; Un conduc\u0103tor de armate nu trebuie s\u0103 duca trupele pe c\u00e2mpul de lupta doar pentru a-\u0219i satisface orgoliul.<\/em><\/p>\n<p>A\u0219 fi vrut s\u0103 adaug un comentariu personal la aceste precepte, dar ar fi fost un exces de \u00eenfumurare.<br \/>\nCiti\u021bi-le \u0219i adopta\u021bi-le; ve\u021bi descoperi c\u0103 ele con\u021bin mult mai mult dec\u00e2t pare la o prima lectura.<br \/>\nTermin cu un precept care mi se pare cea mai buna urare care se poate face celui care lupta \u00een dificila lumea a afacerilor.<\/p>\n<p><em>Fie c\u0103 voi s\u0103 fi\u021bi rapizi c\u0103 v\u00e2ntul \u0219i desi c\u0103 p\u0103durea. \u00cen atac \u0219i la prada, fi\u021bi c\u0103 focul; la panda, fi\u021bi imobili c\u0103 mun\u021bii.<\/em><br \/>\n<em> Fie c\u0103 planurile voastre s\u0103 fie \u00eentunecate \u0219i impenetrabile c\u0103 noaptea \u0219i lovitura voastr\u0103 puternica \u0219i rapida c\u0103 fulgerul.<\/em><\/p>\n<p>Succes \u00een afaceri!<\/p>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Sun Tzu \u00een afaceri: Arta r\u0103zboiului pentru companii. Pia\u021ba este un c\u00e2mp de lupt\u0103. Descoper\u0103 cum preceptele lui Sun Tzu din *Arta r\u0103zboiului* ofer\u0103 strategia suprem\u0103 pentru a c\u00e2\u0219tiga \u00een afaceri.<\/p>\n","protected":false},"author":1,"featured_media":2081,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,42,8],"tags":[],"class_list":["post-2088","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","category-idei-de-afaceri","category-uncategorized-ro"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>\u201eArta r\u0103zboiului\u201d \u00een lumea afacerilor - Bruno Medicina - Performance Coach HPCC<\/title>\n<meta name=\"description\" content=\"Instrumentele se schimb\u0103, principiile r\u0103m\u00e2n. 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