OODA is a concept that originated in air warfare. It stands for Observe, Orient, Decide, Act: the process is a powerful one for many classes of problem. The more frequently you can complete an OODA loop, the more disruptive you will be to your competitors. This is called ‘getting inside your opponents OODA loop’ and some have suggested this is the reason Trump succeeded in the 2016 Presidential Election.
In business, it means keeping your plans light and your ability to execute agile and flexible. Amazon should never have beaten Barnes & Noble, but their flexibility, ability to change direction quickly and to execute without long programme and project cycles was enough to disrupt anything the incumbents could do.
I came across the concept in Tim Harford’s book, Messy. There are lots of interesting and disruptive ideas here – recommended reading.