Certain to Win

Boyd did pursue a business degree. He read everything he could get his hands on about the Toyota Production System, which he came to see as a realization of ideas similar to his own. The OODA Loop was the centerpiece of Boyd's briefing on science and technology, and he discussed it in his most recent work, Conceptual Spiral. Boyd made revisions and comments as this manuscript was being written but others took up the challenge of linking Boyd's ideas to business and proposing applications. In Fast Company Keith Hammonds described how competitors can't keep up with one who uses the OODA Loop well, while George Stalk and Tom Hout explained that one should focus on customers rather than competitors. And Tom Peters most recently wrote, in Re-Imagine! that successful businesses focused on the customer rather than the competition.