Definition: the OODA Loop is an information strategy concept coined by USAF Colonel John Boyd for information warfare. Although the OODA model was inititally established for military purposes, elements of the same theory can also be applied to business strategy and competition.
The main elements forming the acronym of this framework are:
- Observe
- Orient
- Decide
- Act
Boyd stated that the enemy's loop can be lengthened through a variety of means, such as ambiguity, deception, novel circumstances, fast transient maneuvers, and the use of Sun-Tzu's idea of Cheng and Ch'i.


More on competition: Competition Levels, Competitive Advantage, Competitive Intelligence, Cost Leadership, Curveball Strategy, more...


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