Applying the OODA Loop to Creative Business Strategy
In fast-paced industries like live entertainment, music, and brand activations, decisions need to be quick, informed, and adaptive. One of the most effective frameworks for navigating complexity is the OODA Loop — Observe, Orient, Decide, Act. Originally developed for military strategy, the OODA Loop offers creative businesses a structured yet flexible approach to strategy, execution, and continuous improvement.
Observe: The first step is understanding the environment. For creative businesses, this means monitoring audience trends, competitor activities, technological advancements, and market shifts. Observation isn’t passive; it’s about gathering real-time data on fan behavior, engagement metrics, and cultural movements that inform every decision.
Orient: This step is about contextualizing the information. Artists, managers, and creative teams must interpret trends through the lens of their brand, values, and objectives. Orientation requires critical thinking, experience, and perspective — understanding how the observed data impacts artistic vision, sponsorship potential, and operational feasibility.
Decide: With insight and context, decisions can be made quickly but strategically. Whether choosing tour markets, marketing campaigns, or creative partnerships, decisions should balance creativity with commercial objectives. Here, the OODA Loop emphasizes agility: not every decision needs to be perfect, but it must be informed and timely.
Act: Execution is where strategy meets reality. Implement plans decisively, monitor outcomes, and adjust as needed. The OODA Loop isn’t linear — after acting, you return to observation, learning from results, and refining the next cycle of decisions. This continuous feedback loop drives adaptability and innovation.
For creative businesses, applying the OODA Loop means fostering a culture of rapid learning and iterative improvement. Artists can experiment with new content, managers can test novel tour or brand strategies, and teams can pivot quickly in response to changing audience behaviors or industry trends. It’s a mindset that combines discipline with creativity, ensuring decisions are both proactive and responsive.
Ultimately, the OODA Loop in creative business strategy is about staying ahead in a dynamic landscape. By observing carefully, orienting strategically, deciding wisely, and acting decisively — then repeating the cycle — creative leaders can maximize impact, minimize risk, and sustain growth in an ever-evolving industry.
Cody Lieberman is the Managing Partner of Global Talent Management at M23, working at the intersection of Live Music, Brand Partnerships, and Artist Development. He’s committed to building sustainable, artist-focused careers and experiences where creativity, community, and business success thrive together.
Cody Lieberman is the Managing Partner of Global Talent Management at M23, working at the intersection of Live Music, Brand Partnerships, and Artist Development. He’s committed to building sustainable, artist-focused careers and experiences where creativity, community, and business success thrive together.