One of the many interesting points that he made during his presentation was how Colonel John Boyd, a U.S. Air Force fighter pilot and military strategist, was able to begin from nearly any position of disadvantage and successfully defeat opposing pilots in air combat maneuvering. 

As a result, Colonel Boyd developed a “decision cycle” known as The OODA Loop, which he believed was critical to his success in quickly adapting to his surroundings and surviving. This OODA Loop included four continuous looping steps:
1) Observe
2) Orient
3) Decide
4) Act

Caruso said the OODA Loop also applies to listening to the Voice of your Customers and using that information to improve your business via:
* Observe – Collect Voice of the Customer (VOC) information 
* Orient – Understand your customers’ behaviors
* Decide – Determine key levers
* Act – Implement changes

This loop is critically necessary in the world today. It’s about how quickly businesses can adapt and respond to a changing marketplace. And to accomplish this, it’s important to get feedback from your customer base and do it often and consistently, so that you have the data necessary to observe and rapidly respond. 

Kimberly Carroll
MarCom Manager, Allegiance