Sun Tzu's five rules regarding dealing with guilt-by-association.
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This article explains how a crisis can be used against our position even when the fire storm isn't about us directly. We can be damaged by a firestorm of controversy through our alliances with others. There is one of the interesting threats because it can affect us even if we are completely innocent. Guilt by association can easily become a slow, bleeding wound. Initially, we can make the mistake of thinking of them as minor nuisances but they don't go away weakening our position over time. Any defense against "guilt by association" attacks must deal with incomplete information. As that information slowly comes out, the damage to our position mounts over time. We also cannot control what our associates do, which can hurt us despite our best attempts to defend them.