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Design Thinking is associated with innovation. The OODA Loop sketch encapsulates ideas associated with the essence of winning and losing. There are similarities in these two approaches and several significant differences.
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Mark A Hart, NPDP
Design Thinking and the OODA Loop SketchComparing Perspectives on Innovation and Winning
Outline• Design Thinking process model
• OODA Loop sketch approach
• Similarities in the models
• Differences in perspectives
• Building and employing snowmobiles
• Innovation and winning

Design ThinkingA formal method for practical, creative resolution of problems or issues, with the intent of an improved future result
Wikipedia
Design Thinking
Simplified process model for design thinking with iterative linkages between phases
Design Thinking
A detailed process model for Design Thinking (based on Thoring & Müller, 2011)
Design Thinking
Exclusive OR gateway(release the product?)
Design Thinking
Designer
MBA
Design Thinking
An approach to innovation,
not a guarantee
OODA Loop Sketch
Based on a 1995 sketch by John Boyd in “The Essence of Winning and Losing”
An OODA Cycle may occur in a moment
Two consecutive cycles
Three consecutive cycles
Four consecutive OODA cycles
Representing a competitive encounter
Win
Two series of OODA cycles that represent a competitive encounter
Win
A series of OODA cycles that represent an individual effort
Approaches that can be employed to shape a competitive win include:
•Discerning tactical dispositions•Detecting mismatches•Generating mismatches in time, tempo, or rhythm•Generating mismatches in ability•Novelty•Cheng/Ch’i•Shih and the node•Manipulating friction•Generating confusion for the adversary while promoting
harmony within your network
Approaches that can be employed to shape a group win include:
• Harmony
• Adaptability
• Cycle time
• Schwerpunkt
Similarities
Design Thinking Process
OODA Loop Sketch
Design Thinking
• May be executed as a sequential process that may have a duration from hours to years
• Following negative feedback, focus may be re-established
Contrasting Design Thinking and the OODA Loop
•A Design Thinking approach has biases for certain orientations and tools
•A Design Thinking approach tends to be prescriptive
•An OODA Loop approach embraces wider perspectives and requisite variety
• Experience• Problem to be solved• Job to be done
How will you recognize a win?
Preparation to recognize a win
In freshly fallen snow, my friends and I want to experience the exhilaration associated with being a fighter pilot
Analyses and Synthesis
Boyd’s thought experimentBoyd, The Strategic Game, 1987
Preparing for an informed analyses
People engaged in activities that are enabled by technologies
Analyses
Select one potentially valuable item from each activity then discard and forget the rest of each image
Skis
Handlebars
Treads
Motor
SynthesisTransformation and combination
In most cases, one analyses and synthesis effort is not enough for a win.
In most cases, one OODA cycle is not enough for a win.
“A loser is someone — individual or group — who cannot build snowmobiles when facing uncertainty and unpredictable change; Whereas,
A winner is someone — individual or group — who can build snowmobiles, and employ them in an appropriate fashion, when facing uncertainty and unpredictable change.”
Boyd, Revelation, 1987
To win, the emphasis is on the capability to build and employ products in an appropriate fashion when there are unknownsSnowmobile racer doing a jump image by Trevor MacInnis.
A winner is not required to be the inventor of a product or the first to market it
In 1917, Virgil D. White received a patent for "an attachment designed to convert a Model T into a 'Snowmobile,' a name coined and copyrighted by White" in 1913.Snowbird on display at the National Postal Museum. Images from http://www.postalmuseum.si.edu/museum/1d_Snowbird.html
The interplay of building, employing, and evaluating produces innovation. Boyd concluded that a "continuing whirl of reorientation, mismatches, analyses/synthesis and the novelty" is a "conceptual spiral for... innovation."
Boyd, Conceptual Spiral, 1992
A Design Thinking approach:
•Pursues innovation efforts from a specific perspective
•Promotes specific processes
An OODA Loop Approach:
Strive to win with a “variety of possibilities as well as the rapidity to implement and shift among them”
Boyd, Patterns of Conflict, #176
Innovation can be confirmed by the building and employing snowmobiles in an appropriate fashion when facing uncertainty and unpredictable change
Individuals within networks that have this capability are innovators
An innovator is a winner — individual or network — who can build new products, and employ them in an appropriate fashion, when facing uncertainty and unpredictable change.
re-writing Boyd, Conceptual Spiral, 1992
Developing Winners: Assimilating the Insights Encapsulated in Boyd's OODA Loopwww.Developing-Winners.com
This presentation included extracts from:
Mark A Hart
www.OpLaunch.com
Twitter:
Design Thinking and the OODA Loop SketchComparing Perspectives on Innovation and Winning 7 September 2014
Development Experience
@OpLaunch