Colonel John Boyd, a strategist with the USAF was a fighter pilot who studied decision-making in dogfights. He actually worked at the ‘Top Gun’ school of Tom Cruise fame. He proposed that as a situation evolves we have to observe the changes and orient ourselves to new information. We can then decide on the best course and take action. In other words, decisions are made in a recurring loop of:
- Observe,
- Orient,
- Decide and
- Act.
This is the OODA loop.
Sometimes this process is relatively slow and objective and we can pause to consider what we do. At other times the information and situation may be changing so fast that things become subjective. Then we have to work on instinct. This relates to the System 1 (fast) and System 2 (slow) thinking popularised by Daniel Kahneman.
Because the cycle takes place, no matter how fast the situation is unfolding, the specifics of how we orientate ourselves is of key importance. As Boyd notes:
“The second O, orientation – as the repository of our genetic heritage, cultural tradition, and previous experiences – is the most important part of the O-O-D-A loop since it shapes the way we observe, the way we decide, the way we act.”
It stands to reason that as we try and orientate ourselves it is useful to have others providing input. This is because external insight broadens the scope of the ‘repository’ of genetics, culture and experience. So, if time allows, get more quality data from others. When there is no time it is the depth of experience of the person making the decision that really counts. This allows for good intuitive decision-making (see Blink by Malcolm Gladwell).
How to apply the OODA loop
Boyd developed his ideas in a military context. His aim was to help speed up the decision cycle of USAF pilots so that they could get inside the enemy’s decision cycle. To win a dogfight a pilot needs to make better and faster decisions than the adversary. Also, maintaining the initiative creates opportunities that can be further exploited. The same thinking is applied to business and outsmarting the competition in the marketplace.
At first, this may not seem to have a direct application to our situation. But, in our case, the enemy is often ourselves. Equally, it could be our situation or any other challenge we face. We often do not make time to assess a situation and therefore we can fail to orientate ourselves properly. It follows that we then become reactive rather than proactive in response to our circumstances.
A foundation for decision-making
The great thing about this model is how simple it is. Boyd identified the bare essential elements of decision-making. Therefore, the OODA loop is really useful in helping us understand other decision-making tools and frameworks.
‘The Right Questions’ framework is designed in the same way. It follows the same simple cycle but expands the process so that it can be easily used for strategic planning as well as quick decision making.
