read the Art of War
I will later. I want to make a huge post after I read it through a couple of times.
but for now:
I can't remember it verbatim but one of the tactics was, I believe, shifting your defense to keep the enemy guessing
Nintendo uses that strategy by going into motion controlled video games. the competitors both went to motion gaming. But when they got there Nintendo shifted it's defenses again with the WiiU.