For generals and armies without an established reputation, this is a difficult aspect of otherwise sound operations. A series of engagements followed by retreats may appear to be a series of reverses. This may be quite untrue, but it can make a very bad impression. It is not possible for a general in retreat to forestall this moral effect by making his true intentions known. To do so effectively, he would have to disclose his overall plan of action, and that would be contrary to his main interests.
