Boyds Principles

1
Boyds Principles Strategic Excellence

• George E. Manners, Jr.

2
Boyds OODA loop concept as well as his entire
work are more comprehensive, deeper richer
than the popular notion of rapid OODA looping
his work is generally equated with.
Frans Osinga, Science, Strategy and War The
Strategic Theory of John Boyd, p. 10
3
The Two Theories

• Energy/Maneuverability ? Profound Quantitative
• Patterns of Conflict ? Profound Cultural

4
Technology doesnt fight wars, people do.
Boyd
5
Human Nature

• The goal is to survive, survive on our own terms,
  or improve our capacity for independent action.
• The competition for limited resources to satisfy
  these desires may force one to diminish an
  adversarys capacity for action, or deny him the
  opportunity to survive on his own terms, or make
  it impossible for him to survive at all.
• In a most fundamental way, how do we realize this
  goal or make it difficult for others to realize
  this goal?

6
At the Business Level, Its All About Orientation
Schwerpunkt
7
A Paradigm for Testing Any Theory
Practices
Basic Concepts
Basic Beliefs
8
You Gotta Believe

• People are intelligent
• People are responsible
• People are creative
• People care

9
Basic Concepts

• Knowledge
• Motherhood
• Mismatches
• Skills

10
Knowledge is King

• The industry the competition the customer
  the questions
• Shih Yin
• Foreknowledge versus ever-present uncertainty
• Pervasive knowledge sharing
• Please tell me what I dont want to hear

11
Motherhood
Theres something moreimportant in life
thanbringing in the numbers
Ralph Larson Past CEO, Johnson Johnson
12
A Tale of Three Companies
13
(No Transcript)
14
(No Transcript)
15
(No Transcript)
16
(No Transcript)
17
(No Transcript)
18
(No Transcript)
19
(No Transcript)
20
What Do These Firms Have in Common?

• Private
• Family Owned
• Committed to Deep-Felt Principles
• Wildly Successful
• Enormously Profitable

21
From Built to Last

• It really matters that you have core values. It
  really doesnt matter what they are!
• Jim Collins

22
At JJ
At Johnson Johnson there is no mission
statement that hangs on the wall. Instead, for
more than 60 years, a simple, one-page document
Our Credo has guided our actions in fulfilling
our responsibilities to our customers, our
employees, the community and our stockholders.
Our worldwide Family of Companies shares this
value system in 36 languages spreading across
Africa, Asia/Pacific, Eastern Europe, Europe,
Latin America, Middle East and North America.
23
Boyds Hierarchy
Motherhood
Mismatches
24
The Essence of Maneuver

• the essence of maneuver is taking action to
  generate some kind of advantage over the enemy
  That advantage may be psychological,
  technological, or temporal as well as spatial.
  Especially important is maneuver in time we
  generate a faster operating tempo than the enemy
  to gain a temporal advantage.
• Marine Corp Doctrinal Publication 1,
  Warfighting, p. 74

25
Lets Look at the Spatial
Leadership
Adequacy
26
Get Right Around a Corner
27
Grand Strategy1
Cost Leadership
Niche
Differentiation
1See Porter, M.E. Competitive Strategy
28
Strategy
29
Product Positioning Strategy
Coverage
Exposure
Intensity
30
Operating Systems Strategy
Integration
Flexibility
Scale
31
Sales-Support Strategy
Channel Control
Switching Costs
Branding Promotion
32
Technology Strategy
Product
Process
In-house Resourcing
33
Deploy a Configuration to Which the Enemy Must
Respond
Sun Tzu
34
Skills Selection Development

• Select attitude
• Develop skill

35
Practices

• When a warlike prince attacks a powerful state,
  his generalship shows itself in preventing the
  concentration of the enemys forces. He overawes
  his opponents, and their allies are prevented
  from joining against him He carries out his own
  designs, keeping his antagonists in awe.

Sun Tsu, The Art of War
36
Observe
Orient
Decide
Act
ImplicitGuidance Control
ImplicitGuidance Control
UnfoldingCircumstances
CulturalTraditions
Observations
Decision(Hypothesis)
GeneticHeritage
Analyses Synthesis
Action(Test)
FeedForward
FeedForward
FeedForward
NewInformation
PreviousExperience
OutsideInformation
UnfoldingInteractionWithEnvironment
UnfoldingInteractionWithEnvironment
Feedback
Feedback
Basic Concepts
Basic Beliefs