The Art of War is the bible on military strategy and tactics written roughly in 5th century BC. It was first introduced to the Western world, translated and published in France in 1772. Since it was introduced in Europe, the Art of War is acclaimed as the best book on military tactics across the world, beyond China and Asia. It is said that great commanders in modern history, including Napoleon, pored over the book.

 Every single word and sentence hold significant meaning. It provides amazing wisdom in preparing for crisis or for any person or organization. But to those who choose the easy path or to organizations stuck in a rut, the book is merely a drifting story or a difficult story.

 Actually, Sun Tzu's life was not really extraordinary. Realistically speaking, Sun Tzu became a 'master' with his one single book, the Art of War.

 If one were to read the Art of War keeping a mind on products, it would not be a 'super divide' product. It would be a 'transcendental' product beyond time and space. The book is the most basic book on the causes of war and ways to win and holds insights on the nature of man and war. It is concise and compact, but it is also an open story with wide imagination and limitless ways of application.

 What about Amorepacific? I am not sure what members think, but there is at least an Art of War-like transcendence to the words 'Amore' and 'Pacific'. In human history, 'Amore' is a word of imperishability, something totally out of this world. And 'Pacific' also will always exist as long as our planet exists.

 The perspective on 'beauty' changes according to the times, the space and culture. How it is measured and assessed also changes. Like nature's way of evolving to survive, us pursuing and seeking beauty is an unchanging truth. Therefore, in that truth, if a product lasts for not just 10 years but even after a century, that product would be 'transcendental'. Is there a 'transcendental' product that befits the 'transcendental' company name Amorepacific? What product has it developed in dreaming of the next 100 years?

 Like the title of the book, the Art of War, if Amorepacific succeeds in creating a 'transcendental' product or business of its own, it will become 'The Art of Amorepacific'. This means that the words 'Amorepacific' and 'beauty' become synonyms.

 If you walk along a path only looking down at your feet, you might be able to find a coin and pick it up, but that is it. There is today and tomorrow in the word 'Amore'. Only when you hold your head up and walk forward looking beyond the mountain and the sea can you achieve true 'Amore'. Of course, there will be obstacles and pain in that journey. But if the vision and mission of members are in line with Amorepacific's transcendental dream, that journey can be a joyful one. And at the end of the journey, Amorepacific will have achieved its dream. It is now time to imagine its future self of after 100 years.

  Admiral Yi Sunshin's 'transcendental' product would be the turtle ship 'Geobukseon'. However, Geobukseon is only a tip of the iceberg called 'Yi Sunshin'. That is because Yi Sunshin is the 'transcendental' product itself. And the reason why he became the 'transcendental product Yi Sunshin' is because he always won despite brutal adversity.

 How Admiral Yi won his battles is the knowhow to creating the 'transcendental product Yi Sunshin'. There can be various views if you look closely. There may be things that seem impossible for the average person. But if you still look closely, they are stories that we all know and things that we all do. It is just that we deny ourselves or look away, not accepting the truth. Admiral Yi's way of developing the 'transcendental' product in military terms would be called 'rule of invincibility'.

 The essence of the rule of invincibility is one simple thing. It is not something grandiose. It is 'love', which is something we all do, or in other words, 'Amore'. The word may be quite familiar to members of Amorepacific that it may sound rather strange. But if you look at Admiral Yi's life, 'love (or Amore)' was his everything. He had to win for love; he found a way to win and, in the end, won. On the surface of his writings, there is his love for his family, his neighbor and his country. Looking deep beneath that surface there is the great true core – 'his love for himself'. Admiral Yi loved himself the most. He was full of self-respect. He first respected himself as is. Anyone who doesn't love him or herself cannot love anything else, cannot achieve anything. Failure is inevitable.

 The one small difference between Admiral Yi and ourselves is that while he fought hard to not forget love, we frequently forget this. Not forgetting the love for himself and remembering every moment of every day – that was the basis of the 'transcendental product Yi Sunshin' and his 'rule of invincibility'. The rest is the means to realize 'the vast and deep love like the Pacific'. It can be summarized into the following three points.

  Admiral Yi Sunshin wrote in his diary, "If you know yourself and know the enemy, you need not fear the result of a hundred battles! (September 3, 1594)" It was first said by Sun Tzu, but there is a difference. Sun Tzu wrote, "If you know the enemy and know yourself, you need not fear the result of a hundred battles." There is a difference in priority between 'me' and 'enemy'. Admiral Yi placed more importance on 'himself' than his enemy. That is why he always committed to advancing the strength of himself and the Joseon Navy. Advantages are in itself a great weapon. Admiral Yi thought about how to best use his best weapon. Geobukseon was built to best use the Panokseon (main class of warship used by Joseon) and cannons, the strength and advantage of the Joseon Navy. If Admiral Yi had tried to build a ship like the Japanese army in order to overcome the weaknesses of the Panokseon, Geobukseon would not exist. Identifying and improving his strength and changing his perspective based on the strength led to the 'transcendental' product and weapon of invincibility, Geobukseon.

 Communication. His diary contains stories of listening to others and lending a warm and sincere hand. Today, there is a building named Jeseungdang in Hansando, an island in Tongyeong, but there used to be a building named Unjudang in his times. It was a place where Admiral Yi stayed and discussed with his commanders. The most unique feature of the place was that its doors were open even to soldiers of the lowest rank. It was a space to enter and talk with Admiral Yi about any ideas to win the war, regardless of rank and file. Yi Sunshin gathered all the wisdom from different people in Unjudang and used it to win. It was more than just being all ears and listening closely because he did not stop at listening but turned what he heard into action. True communication is listening closely plus putting into action. We can see this sincerity in his actions as well. In July 1597, the Joseon Navy led by General Won Gyun were killed and almost completely destroyed during the Battle of Chilcheollyang, and the people were deeply hurt. People fleeing from home saw Admiral Yi on his way to rebuild the navy and wailed. He was in a hurry but stopped his horse, jumped and held their hands to console them. His heart and mind that listened, put into action and shared and consoled others in pain was the second rule of invincibility.

 Admiral Yi Sunshin prepared thoroughly according to the principles of military strategy and tactics before entering a battle in order to always win. But every circumstance is different from its plan and theory. He closely observed the circumstances that changed every moment on site and responded accordingly. One clear thing was that in his strategy and tactics, Admiral Yi almost always attacked the enemy's flagship first. The following is a record of the Battle of Dangpo on June 2, 1592.

 When you read this and imagine the scene, you can understand that Admiral Yi was not a man trapped by theory or plan. There may have been possible scenarios he imagined but he responded to different circumstances by changing his plans. He focused on the facts he confirmed on site during the battles. He may have changed the method and means of attack according to different circumstances but targeted the most important aim (enemy's flagship). He destroyed enemy's command structure with intense focus and won. If we were to apply his methods to ourselves, it would mean "Focus our core capabilities and resources to achieve our goal!" or something like "Focus on our main area and product!"

 This summarizes the knowhow in creating the 'transcendental product Yi Sunshin'. But knowhow is only a knowhow. Imagining and applying to each individual circumstance is key. Imagining the 'transcendental' product and having the passion to achieve it is the starting point. The people and the organization that will accomplish 'The Art of Amorepacific' are Amorepacific and its members. If you love yourself like Admiral Yi loved himself and contemplate and seek ways to always win, the words 'beauty' and 'Amorepacific' will become synonyms in the near future.