Sun Tzu's five rules regarding the relative value of momentum at various times in a campaign.
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This article describes how inertial can a) prevent us from getting going, b) slow our progress, and c) prevent us from completing a move. The momentum created by surprise is needed to overcome inertial, but that momentum fades quickly. Momentum tends to shift from one side to another. If we do not choose the right moment to try to create momentum, this work can be largely wasted. Basic methods of controlling timing are easy to use frequently, but timing surprises to change momentum is more challenging ([node:content/strategic-principle-day-741-psychology-chaotic-competition-creates-need-clear-expectations-a link]).