ABSTRACT
Sun Tzu's dictum that the most skillful way to defeat an enemy is to undermine his strategy implies that all instruments of power should be used, seeking to avoid bloodshed. While Sun Tzu spends far more time in his book on actions rather than language, it goes without saying that actions, too, communicate. In fact, they do so at least as effectively as words, and may be steered strategically to achieve desired effects. The far-reaching plans of a "profound strategy" must encompass all aspects of strategic communication—which cannot be in the form of a one-way monologue that falls on deaf ears, but must be able to influence. And no one can influence without first listening. All effective communication is thus ultimately a form of genuine dialogue. Professional education is obviously important. Strategic communication, however, is never just about getting the message "right".
