In addition to Dr. Richards's
own briefings and consultation on employing these strategies,
we also offer his presentation of Boyd's original briefings:
Patterns of Conflict, Strategic Game of ? and ?,
and Organic Design for Command and Control. For
information, please contact Jeannine Addams at 404-231-1132
or by e-mail at firstname.lastname@example.org.
Dr. Richards has his own blog and web site at
where you can find his commentaries on topical issues and information
on his books and briefings.
& Partners is the only public relations firm in the world that
can offer business strategy
based on the principles of the late Air Force Colonel John R.
Boyd. And here’s a pretty strong claim: Clients
who put these principles to work, as Boyd outlined them, are
guaranteed to win in their competitive environments.
John Boyd was the greatest fighter strategist in American history
and ranks among the most influential military strategists of
the 20th Century. During his career as an instructor
at the legendary USAF Fighter Weapons School, he had a standing
bet that he would defeat any pilot who challenged him in less
than 40 seconds.
He never lost. But what made Boyd a man for the ages was what
happened after he left the cockpit.
With his revolutionary "Energy-Maneuverability Theory,"
he transformed the way military aircraft—in particular the
F-15 and F-16—were designed, challenging the Air Force's
established ideas every step of the way.
He made a career of confronting the intractable Pentagon
bureaucracy, making many enemies and a few devoted disciples.
He then dedicated lonely years to refining a radical theory
of conflict that, at the time, was mostly ignored, but now
is acclaimed as the most influential thinking about conflict
since Sun Tzu.
Robert Coram’s (www.robertcoram.com)
monumental biography, Boyd, the Fighter Pilot Who Changed
the Art of War, [Amazon,
B&N] documented Boyd’s influence on military matters ranging
from his early work on fighter tactics to the US Marine Corps’
maneuver warfare doctrine, to the planning for Operation Desert
Storm. That biography, along with Chet Richards' illustrative
Certain to Win: the Strategy of John Boyd Applied to Business,
B&N] have rekindled interest in John Boyd, and more important,
in his influence on business strategy.
Of war, Boyd said, “Machines don't fight wars. People do, and
they use their minds.” The same can be said of business.
While business is not war, it is a form of conflict, a situation
where one group can win only if another group loses. Beneath
Boyd’s war-centered tactics is a general strategy for ensuring
that in most any type of conflict, the group using his strategy
will be the one that wins.
is built around two primary themes:
A focus on time (not speed) and specifically, using dislocations
in time to shape the competitive situation. These effects
are quite different in business than they are in war.
culture with attributes that enable—even impel—organizations
to exploit time for competitive advantage. Within Boyd´s
culture, members will seek out or invent specific technologies
and organizational practices that will work for it.
Through Dr. Chet Richards, who was a colleague of Boyd, J. Addams
& Partners offers clients the powerful, highly advanced business
strategy development crafted by Boyd and espoused by Richards
in Certain to Win.