The best Japanese carmakers routinely use their superior OODA loop speeds both to find and to shape what customers really want, whether the customers know it or not. The Japanese even have a name for it: miryoku teki hinshitsu, which roughly translates as “What the customer finds so beguiling or fascinating that he cannot live without it.”105 It is an abrupt change in the customers’ attention, from the quality and value they expected to something special and delightful that took them by surprise. This is an analogy of the jarring, unorthodox, and disorienting changes typical of Boyd-type
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