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Our fortieth principle is create something from nothing. The strategy is to demonstrate your ability to bluff so your adversary is confused about your real actions. Why: an adversary who doubts you may leave your initiatives unchallenged. This is yet another tactic that’s all about distractions: you must use bluffs, false information and misleading actions, to set your adversary off. He won’t trust anything he sees in your camp, because he’ll know, if you’ve used the strategy e?ectively, that nothing is quite what it seems. And that’s how you’ll gain your power in this situation: when you finally act, your adversary will think it’s just another bluff.