The world moves fast today. The ability to be get out in front of changes in the market, competitors and or the new cycle is paramount in being successful today. It’s not enough to know something is happening you need to be able to do something about it. 

It’s why I preach about having a platform that allows you to launch communications or incentive campaigns quickly. 

My love of the ability to react stems from the idea of the OODA Loop.

I wrote about the OODA loop before but to recap for newcomers.

The OODA loop is the cycle observe–orient–decide–act, developed by the United States Air Force and applied to combat operations process. The idea is agility can overcome raw power in dealing with human opponents. The applications in business today are pretty self-evident. 

If your OODA loop cycles faster than your competitor you increase your chances of “winning”. Getting from “seeing the opportunity/problem” to “reacting to it” the quickest is key. 

You can’t see a problem and then wait 6 months to build something to fix it. You need something waiting in the wings ready to go as soon as you see your need.

Don’t wait. 

As the saying goes. Dig your well before you’re thirsty. 

The ability to react quickly is in essence the ability to plan better.