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Those of you who have seen me speak more than once have probably heard me make reference to the OODA Loop. OODA is an acronym of observe, orient, decide and act. As the name implies, the process is a loop. Once you have done something (act), you see what the results are (observe) and continue on through the loop again. Practiced well, it's a self-correcting system. OODA helps us deal with rapidly changing environments, and everyone who is in business today is working in a rapidly changing environment. The OODA Loop was developed by John Boyd, an Air Force colonel whose ideas were adopted by the Marines. OODA was made to help overcome the challenges of a constantly changing environment in which errors are far more costly than the errors any of us make in digital marketing. This past week I was honored to have the opportunity to present at the Boyd and Beyond Conference at the Marine Corps base in Quantico, Va. This was two straight days of theory related to Boyd's work, sharing of stori...