Man, I've got to find a good, historical, book on the Warring States:
Towards the end of the Warring States Period, the State of Qin became disproportionately powerful compared to the other six states. As a result, the policies of the six states became overwhelmingly oriented towards dealing with the Qin threat, with two opposing schools of thought: Hezong (合縱/合纵 pinyin: hézòng, "vertically linked"), or alliance with each other to repel Qin expansionism; and Lianheng (連橫/连横 pinyin: liánhéng, "horizontally linked"), or alliance with Qin to participate in its ascendancy. There were some initial successes in Hezong, though it eventually broke down. Qin repeatedly exploited the Lianheng strategy to defeat the states one by one. During this period, many philosophers and tacticians travelled around the states recommending the rulers to put their respective ideas into use. These "lobbyists" were famous for their tact and intellect, and were collectively known as Zonghengjia (縱橫家), taking its name from the two main schools of thought.
I'm a history geek.