A leader leads by example, not by force.
You have to believe in yourself.
Appear weak when you are strong, and strong when you are weak.
If your enemy is secure at all points, be prepared for him. If he is in superior strength, evade him. If your opponent is temperamental, seek to irritate him. Pretend to be weak, that he may grow arrogant. If he is taking his ease, give him no rest. If his forces are united, separate them. If sovereign and subject are in accord, put division between them. Attack him where he is unprepared, appear where you are not expected.
The supreme art of war is to subdue the enemy without fighting.