He emphasizes our control over the situations. Offer him an advantage. You can make the enemy avoid coming to you. Threaten him with danger. The same goes for customers.
Advertising can control where they go and who they turn to.
To move the enemy or customers, we must challenge them. Sun Tzu wrote about challenging the enemy. If the market is satisfied, make it hungry for more. If the market is lethargic, make it react. Or you can read more about the book by clicking here.