The OODA Loop

In some cases, you have time to plan. In others, you don’t. Information is incomplete, pressure is high, and public response is already building.

The OODA Loop gives you a way to make informed decisions quickly—without losing your footing. It stands for Observe, Orient, Decide, and Act. And unlike other frameworks, it’s meant to be used in motion.

This model was developed for military use but applies directly to public communication during dynamic, high-stakes events. It’s circular, not linear. That means once you act, you start again—watching how the environment changes and adjusting as you go. It’s how you keep your message both timely and grounded, even when the facts are still shifting.

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