Start reading Certain to Win on the free Kindle Reading App or on your Kindle in under a minute. Don't have a Kindle? Get your Kindle here.

Deliver to your Kindle or other device

Enter a promotion code
or gift card

Try it free

Sample the beginning of this book for free

Deliver to your Kindle or other device

Sorry, this item is not available in
Image not available for
Image not available

Certain to Win: The Strategy of John Boyd, Applied to Business [Kindle Edition]

Chet Richards
4.7 out of 5 stars  See all reviews (34 customer reviews)

Digital List Price: $9.99 What's this?
Print List Price: $20.99
Kindle Price: $7.99
You Save: $13.00 (62%)

Free Kindle Reading App Anybody can read Kindle books—even without a Kindle device—with the FREE Kindle app for smartphones, tablets and computers.

To get the free app, enter your email address or mobile phone number.


Amazon Price New from Used from
Kindle Edition $7.99  
Hardcover $29.29  
Paperback $18.89  
Kindle Delivers
Kindle Delivers
Subscribe to the Kindle Delivers monthly e-mail to find out about each month's Kindle book deals, new releases, editors' picks and more. Learn more (U.S. customers only)

Book Description

This is the first book to describe Boyd’s strategy in terms familiar to business leaders and to show how they apply to today’s business problems. Business is not war, but it is a form of conflict – that is, a situation where one company can win only if another loses. If you dig beneath Boyd’s war-centered tactics you find a general strategy for ensuring that yours is the one that wins. Although Boyd never wrote a business book himself, he read and commented on every version of this manuscript until his death in 1997.

Editorial Reviews

About the Author

Chet Richards was a close associate of the late US Air Force Colonel John Boyd beginning in the mid-1970s. He has consulted with a number of aerospace and professional services companies and has lectured at the Air War College and the Army's Command and General Staff College. He is the author of A Swift, Elusive Sword and other works on applications of Boyd's strategy. Chet holds a Ph.D. in mathematics from the University of Mississippi and maintains a business and communications strategy practice with Tarkenton & Addams, Inc., a public relations firm in Atlanta, Georgia.

Product Details

  • File Size: 1323 KB
  • Print Length: 188 pages
  • Simultaneous Device Usage: Unlimited
  • Publisher: Xlibris (June 24, 2004)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B003N9C0D0
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #308,679 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
  •  Would you like to give feedback on images?

Customer Reviews

Most Helpful Customer Reviews
53 of 60 people found the following review helpful
2.0 out of 5 stars Content lacks focus and organization July 30, 2008
I write reviews rarely, and only on occasion when I feel strongly enough about something and want to make sure others are aware of it. Despite the high ratings and raving reviews, this book disappoints. I bought this book because I want to learn how to apply OODA model to high stress situations where decision must be made. This is frequently the case in the business world. I expected the author to at least dive into each of the O-O-D-A step, draw its application in business terms, and provide case studies on when OODA was applies correctly and incorrectly. Unfortunately, that is not how the book is structured.

The book lacks organization, or word differently, it does not "start with the end in mind". Instead of start the book with OODA, the book dives straight into historical events, most of which are military based. Of the time when business organization are mentioned (e.g, Southwest, Dell), the author never draw the parallel or explain how the strategic concept applies. If this is a book about business, then at least explain how Southwest or Dell adopted the strategy correctly, or how Chrysler or Enron did otherwise. As of page 100, there isn't a single business case study.

The first 100 pages of the book, out of 187 pages, is used to convince you the validity of Boyd's principles, with the first paragraph on page 100 stating "In the previous chapters, I tried to convince you that the physical characteristics, such as....... do not guarantee victory in any highly competitive situation...". Unfortunately, I do not need to be convinced. This is not a common book shelved in bookstores. If the audience has to actively seek out of the book, then they have already been convinced the validity of the OODA loop, and is seeking for real world application.
Read more ›
Was this review helpful to you?
26 of 28 people found the following review helpful
5.0 out of 5 stars Getting inside your competitor's decision cycle August 10, 2004
"Certain to Win" is an interpretation of how to apply John Boyd's warfighting principles to business, written by someone who worked with Boyd. If you are a member of a group or team in competition for something, this book is a must-read.

I learned of John Boyd after his death in 1997. At that time all I knew was that as a fighter pilot, Boyd had developed an Observe-Orient-Decide-Act (OODA) theory to explain how some pilots and aircraft were more successful than others. I also learned that very little of Boyd's work was captured in written form - he preferred to deliver his message via marathon briefings.

When Robert Coram's biography "Boyd, the Fighter Pilot who Changed the Art of War" was published in 2002, I immediately snapped it up. Little did I know this would set me on a path which has helped me immeasurably as I grapple with life in corporate America.

Boyd is the modern day analog of Percy Scott and William Sims, two men who revolutionized gunfire at sea in the early part of the twentieth century. Many parallels exist in the methods these three men used to effect change in large bureaucracies - insights which are immediately applicable today in large corporations which struggle with innovation and growth amid the presence of lithe, agile, often unforeseen threats to their very existence.

In Coram's biography of Boyd, he spends a great deal of time describing Boyd's acolytes: Chet Richards, Raymond Leopold, Chuck Spinney, Jim Burton, and Pierre Sprey. These men worked with Boyd. They inspired and drew inspiration from him. Many continue to evangelize and expand on Boyd's ideas. One of the most prolific of Boyd's acolytes is Chet Richards. Chet has extended and reinterpreted Boyd's work in a business rather than military setting.
Read more ›
Comment | 
Was this review helpful to you?
11 of 11 people found the following review helpful
5.0 out of 5 stars This book is not just a read, it's a tool. December 11, 2004
"Certain to Win" is a book about "making things happen". It breaks through the old concepts of long meetings and over analysis of a situation by "cutting to the chase" and taking action by intelligently using time and knowledge gained from current and past experiences in a rapid manner. Dr Richards illustrates this by using historical examples where the entity that took action was determined the winner, and that the winner was often a force less likely to win.

Many people experienced with managing/leading others will be able to relate to examples in their lives where people provide a lot of great ideas, but fail to act on them for one reason or another. This book helps people break through that challenge by providing actionable ideas/concepts that have been time tested via both military and commercial applications. Additionally, this book is designed to be employed by the reader by virtue of its direct and succinct approach to taking positive action in chaotic situations. The end of his book follows up with a number of references that can be sought for further study.

Key issues that challenge leaders are addressed in this book such as:

Creating/establishing a Vision (Concepts for team building)

Creating a winning climate in a highly competitive environment

How to survive and thrive in a Chaotic environment on your own terms

Provides leaders managerial and leadership concepts that are not mainstream

The strength of this book lies in its concepts of making rapid decisions and taking action. These very concepts are used by the military in crisis action planning, conducting combat operations, leading and managing U.S. Marines.
Read more ›
Comment | 
Was this review helpful to you?
Most Recent Customer Reviews
5.0 out of 5 stars Five Stars
One of best business books I've read. Insightful and original thinking on time-based competition. Very well done.
Published 6 days ago by Jon Kersey
5.0 out of 5 stars A Must Read for Any Business Leader or Warfighter
As an instructor of Maneuver Conflict in the Marine Corps, I have not read a better all-around depiction and explanation of Boyd's theory. Read more
Published 1 month ago by TJF
5.0 out of 5 stars Five Stars
Key book
Published 4 months ago by Stub
5.0 out of 5 stars Five Stars
great book. helps you create the mindset and ways to get your company to get better.
Published 6 months ago by Anthony Petrucci
5.0 out of 5 stars Five Stars
A classic, for fans of Boyd and all others.
Eleven more words required - well, here you friggin' well go!
Published 8 months ago by Helmut J.
5.0 out of 5 stars I waited too long to read this book!
I've been an on again-off again student of John Boyd and Maneuver Conflict for nearly ten years. The more I read about it and implement it in my business and personal life, the... Read more
Published 8 months ago by Carl M. Andersen
5.0 out of 5 stars To be read and reread
This book has been favorably reviewed a number of times, so I'm not sure what else I can add. I am interested in applying the ideas of John Boyd to information security. Read more
Published 12 months ago by F. Scholl
5.0 out of 5 stars Introduction and application of Jack Boyd's competitive strategies
Jack Boyd was, by all accounts, a maverick in an organization that valued and expected good soldiers who followed orders, and in war and organized armed conflict, that is... Read more
Published 19 months ago by Richard J
5.0 out of 5 stars Authentic Understanding of the Subject Alligned with Boyd's Thinking
I have studied the subject for years and have interviewed many of the individuals who were close to Col. Boyd. Read more
Published 24 months ago by Richard M. Niehuser
5.0 out of 5 stars Very crisp presentation.
A clear presentation of the Boyd philosophy as applied to business. Easy read. Good examples of military history lessons as applied to business.
Published on November 20, 2012 by SAW
Search Customer Reviews
Search these reviews only

More About the Author

Discover books, learn about writers, read author blogs, and more.


There are no discussions about this product yet.
Be the first to discuss this product with the community.
Start a new discussion
First post:
Prompts for sign-in

Look for Similar Items by Category