Certain to Win

Certain to Win
John Boyd's Strategy in the 21st Century

by Chet Richards
J. Addams & Partners, Inc.

This is a business by people who have studied to learn the art of working together. It is a business who share a code of honor that binds them in mutual trust. It is a business whose purpose is as much to know its market - the attitudes and desires of the people who might buy its product and service - as it is to provide that product and service with integrity. It is a business by people who have formed an effective team that can act swiftly and decisively to seize an opportunity even when the opportunity arises unexpectedly. The team is not set in its ways, except in its way of doing business, which is trust of one another within the company, integrety of its product and service, appreciation of the market and potential market, and the ability to act quickly. The tempo with which the team acts, adjusts, corrects, seeks opportunity, and acts upon it, is greater than the speed of which its competitors are capable. It is greater and more powerful than the market can resist, and in that way, it wins its customers. Col. Mike Wyly, USMC, Founder of the Bossov Ballet Theatre, Maine Central Institute, Pittsfield, Maine. Quoted in "Certain to win - the strategy of John Boyd applied to Business'' by Chet Richards