Warfare & Business

John Martellaro writes on TechNewsWorld about OODA, military warfare, decision loops and...well, who knows what the heck he's talking about here? It's all so psychological and strategic, likening competitive business to warfare, an analogy so inappropriate these days as to be outrageous. At one point he says, "Apple will get so out of sync with the mind of the Internet that it will no longer be able to function effectively." Huh? But the article also misses some realities of Apple's way of doing business: we determine what the electronics consumer would like to have, and what features it should include, and then we create them. The oft-used term "innovation" explains it. Unlike HP, IBM, Microsoft and others that Martellaro mentions, Apple doesn't have to use military reasoning to position its products to match or block out the competition. They innovate new products and features. If those products are imitated by others, you simply come up with new features and products. It's a much simplier way of doing business---and more effective.