Give your opponent what he wants
Keywords: Proverb
We have forgotten about this fundamental principle of the philosophy of the game.
The power of this principle can be observed by looking at its opposite. No worse result could you get than by consistently attempting to deny your opponent what he wants! It's the fast lane to bankruptcy.
Naturally it is understood that you take more elsewhere. Being soft is possible since the go board is broad.
For a related proverb, see "Make a feint to the east while attacking in the west".