殺貴大賞貴小
Punish the Mighty, Reward the Lowly
武王問太公曰：「將何以為威？何以為明？何以為禁止而令行？」太公曰：「將以誅大為威，以賞小為明，以罰審為禁止而令行。故殺一人而三軍震者，殺之；賞一人而萬人說者，賞之。殺貴大，賞貴小。殺及當路貴重之臣，是刑上極也；賞及牛豎、馬洗、廄養之徒，是賞下通也。刑上極，賞下通，是將威之所行也。」
King Wu asked Taigong: 'How does a general establish authority? How does he demonstrate discernment? How does he ensure that prohibitions are observed and orders carried out?' Taigong said: 'The general establishes authority by executing the powerful, demonstrates discernment by rewarding the humble, and ensures his prohibitions are observed and orders carried out by making punishments precise. Therefore, if killing one man will cause the entire three armies to tremble, kill him. If rewarding one man will cause ten thousand to rejoice, reward him. In killing, value targeting the great. In rewarding, value reaching the small. When punishment reaches powerful ministers who hold the roads of power — that is punishment carried to its highest extreme. When rewards reach the stable boys, horse grooms, and stable keepers — that is reward extended to the lowest level. When punishment reaches the highest extreme and reward extends to the lowest level — that is how the general's authority is exercised.'