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The OODA loop
(Observe, Orient, Decide, and Act) is an information strategy concept for
information warfare
developed
by Colonel John Boyd (1927-1997). Although the OODA model was
clearly created for military purposes, elements of the same theory can
also be applied to business strategy. Boyd developed the theory based on
his earlier experience as a fighter pilot and work on energy
maneuverability. He initially used it to explain victory in air-to-air
combat, but in the last years of his career he expanded his OODA loop
theory into a grand strategy that would defeat an enemy strategically by
“psychological” paralysis.
Boyd emphasized that
strategy should always revolve around changing the enemy’s behavior, not
annihilating his forces. The parallel between Boyd’s ideas and Sun Tzu’s
masterpiece, “The Art of War,” are obvious. Both Boyd and Sun Tzu
advocate the ideas of harmony, deception, swiftness and fluidity of
action, surprise, shock, and attacking the enemy’s strategy.
Colonel Boyd viewed the enemy (and
ourselves) as a system that is acting through a decision making
process based on observations of the world around it. The
enemy will observe unfolding circumstances and gather outside
information in order to orient the system to perceived threats. Boyd
states that the orientation phase of the loop is the most important
step, because if the enemy perceives the wrong threats, or
misunderstands what is happening in the environment around him, then he
will orient his thinking (and forces) in wrong directions and ultimately
make incorrect decisions. Boyd said that this cycle of decision-making
could operate at different speeds for the enemy and your own
organization. The goal should be to to complete your OODA loop process at a faster tempo than the
enemy’s, and to take action to lengthen the enemy’s loop. One tries to conduct many more loops “inside” the enemies OODA loop, causing the enemy to be unable to react to anything that is
happening to him.
Colonel Boyd stated that the the
enemy’s OODA loop can be lengthened through a variety of means.
Boyd’s aim is to generate “non-cooperate” centers of gravity for the
enemy through ambiguity, deception, novel circumstances, fast transient
maneuvers, and the use of Sun-Tzu’s idea of Cheng and Ch’i. By isolating
the enemy’s centers of gravity and developing mistrust and cohesion
within the system (making them “non-cooperative”), friction will be
greatly increased, paralysis in the system will set in, and the enemy
will ultimately collapse. By attacking the thought process of the enemy
/ competitor, his morale and decision process can be shattered.
Book: Sun Tzu, Gary Gagliardi - The Art of War - 
Book: Carl Von Clausewitz - On War -
Compare with OODA loop:
Deming cycle
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