In "Certain to Win," Chet Richards eloquently adapts the military strategies of the legendary US Air Force Colonel John R. Boyd to the competitive arena of business, offering a unique perspective that diverges from the traditional combat-centric view of corporate strategy. Richards, drawing upon Boyd's profound insights into warfare dynamics and his extensive study of the Toyota Production System, argues compellingly for a holistic approach to business strategy that focuses on time manipulation and organizational culture as pivotal elements for outmaneuvering competitors. This book transcends the conventional wisdom of direct aggression towards competitors, instead advocating for a nuanced strategy of enticing customers and leveraging the inherent temporal dislocations in the business environment for competitive advantage. At its core, "Certain to Win" challenges readers to rethink the essence of strategy in business contexts, asserting that the true battlefield lies not in vanquishing competitors, but in captivating customers and creating a culture that thrives on innovation and speed. Richards meticulously outlines how Boyd's military strategies, when properly understood and applied, can forge businesses that are not only resilient but also capable of dominating their markets. Through a blend of historical military strategy and contemporary business insights, this book serves as a beacon for leaders and strategists aiming to navigate the complex landscapes of modern business with agility and foresight. It's an essential read for those who find traditional business strategy texts lacking and are searching for a deeper, more principled understanding of what it takes to win in today's competitive environment.