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If the enemy is to be coerced, you must put him in a situation that is even more unpleasant than the sacrifice you call on him to make. The hardships of the situation must not be merely transient - at least not in appearance. Otherwise, the enemy would not give in, but would wait for things to improve.
Carl Von Clausewitz
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Interpretation

What this quote means

To defeat an opponent, you must create a scenario that is worse for them than the sacrifices you demand.

Carl Von Clausewitz emphasizes that when trying to coerce an enemy, the conditions imposed on them must be perceivably harsher than the sacrifices they are asked to endure. If the adversary believes that relief is on the horizon or that their situation is merely temporary, they will likely resist your demands rather than acquiesce.

Themes

CoercionEnemySacrificeHardshipStrategy

In practice

Example use cases

This quote can be used in a business strategy meeting when discussing negotiation tactics.

More from Carl Von Clausewitz

War is the province of chance. In no sphere of human activity is such a margin to be left for this intruder. It increases the uncertainty of every circumstance, and deranges the course of events.
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The object of defense is preservation; and since it is easier to hold ground than to take it, defense is easier than attack. But defense has a passive purpose: preservation; and attack a positive one: conquest.... If defense is the stronger form of war, yet has a negative object, it follows that it should be used only so long as weakness compels, and be abandoned as soon as we are strong enough to pursue a positive object.
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Although our intellect always longs for clarity and certainty, our nature often finds uncertainty fascinating.
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But the main point is that soldiers, after fighting for some time, are apt to be like burned-out cinders. They have shot off their ammunition, their numbers have been diminished, their strength and their morale are drained, and possibly their courage has vanished as well. As an organic whole, quite apart from their loss in numbers, they are far from being what they were before the action; and thus the amount of reserves spent is an accurate measure on the loss of morale.
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The more a general is accustomed to place heavy demands on his soldiers, the more he can depend on their response.
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In war, while everything is simple, even the simplest thing is difficult. Difficulties accumulate and produce frictions which no one can comprehend who has not seen war.
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Quote by Carl Von Clausewitz | QuoteProject