This is the proposition from a famous military theorist and politician in ancient times named Wu Qi (440?-381BC). Literally, the term is capable of yielding two interpretations. First, it emphasizes the importance of “retaining the victory” or “holding on to the result,” with the implication that it is relatively easy to win a war but more difficult to keep the advantage of a victory. Secondly, the saying highlights the importance of taking control in a war. A charging army has the initiative and therefore is relatively easy for them to win, whereas the defenders are in a passive position. They can only win by turning their passive position into an active one, and for that reason, they have relatively greater difficulty. Furthermore, there are two deeper implications embedded. First, never launch a war in a careless manner because wars, especially when launched frequently, are disastrous to a warring nation and its people. Secondly, in order to keep the victory in the long run, a nation should focus on more essential priorities such as “rites and righteousness.” Based on this expression, later generations have come up with such modified sayings as “it is easy to launch a business but difficult to stay in business,” in order to warn people not to be so content with what they have achieved that they become idle and indulgent in their comfort. Instead they should stay true to their original aspiration, aim high, be perseverant, and keep striving.

In governing a country and commanding an army, a leader should educate people with rites and encourage them with righteousness so that they can develop a sense of shame. When people have a sense of shame, they will be able to attack when they are strong and defend when they are weak. However, it is easy to win a war but difficult to keep the advantage of victory… Therefore, very few people can conquer the world by constant military campaigns. Many, on the other hand, have seen their countries perish by doing so. (Wuzi)

Wei Zheng said: “I have heard that it is easy to win a war but difficult to keep the advantage of a victory. Your Majesty have profound and far-reaching thought and you never lose sight of dangers even in times of peace… If you keep governing with this kind of approach, then the country will never face the danger of falling.” (Wu Jing: Important Political Affairs of the Zhenguan Reign)