The OODA Edge: Flavio Pripas’ New Book Helps Leaders Win with Agility in the Age of AI

Inspired by the OODA loop - a decision-making framework born in air combat and adopted by elite strategists - the author (entrepreneur, investor and Experience Club US partner) offers a practical guide for executives turning uncertainty into competitive advantage.

AI is advancing faster than most companies can keep up. Markets are shifting, competitors are automating, and decisions that used to take months now need to happen in minutes. In this high-speed, high-stakes environment, traditional strategy is too slow — and agility without direction leads to chaos.

In his newly released book Outsmart, Outlearn, Disrupt, and Advance with AI: The OODA Edge entrepreneur, investor, and Experience Club US partner Flavio Pripas presents a clear roadmap for executives who refuse to fall behind. 

Named one of FastCompany’s Most Creative People in Business, Pripas draws on the legendary OODA loop — a decision-making model created for fighter pilots and now used by top strategists and innovators — to show how companies can gain an edge by continuously observing, reorienting, deciding, and acting faster and smarter than the competition.

"This isn’t a book about AI hype. It’s a blueprint — a strategic framework for surviving and thriving in the era of intelligent disruption," Pripas explains.

Below, read our conversation with the author as he shares the purpose behind the book and why speed, clarity, and adaptability have become essential skills for today’s leaders.

EXPERIENCE CLUB US: What inspired you to write this book?

Flavio Pripas: Over the years, I’ve had the opportunity to speak with hundreds of executives—from startups to large enterprises—about how to make innovation real inside their companies. One recurring theme kept coming up: despite having access to AI, data, and technology, many organizations still struggle to move fast, adapt, and execute.

I realized that the conversations I was having weekly were following the same mental model—a pattern that helped these leaders reframe their strategy around speed, learning, and action. That pattern was the OODA loop. This book is my way of codifying that approach and making it accessible to a broader audience.

EXPERIENCE CLUB US: Why did you feel now was the right time to publish it?

Flavio Pripas: Because waiting is no longer an option. AI is moving fast — exponentially fast. We’re no longer talking about “future impact.” It’s already reshaping industries, workflows, and customer expectations.

What I see is a growing gap: companies that are experimenting and adapting quickly, and others that are stuck analyzing, planning, or just watching. The organizations that will thrive in this new cycle aren’t necessarily the biggest—they’re the most agile, the ones that can loop through decisions and learning faster than the rest. This book offers a clear, actionable way to do that.

EXPERIENCE CLUB  US: Who did you write this for? Who do you think will get the most out of it?

Flavio Pripas: This book is for leaders—from CEOs to innovation managers—who are serious about navigating disruption, not just surviving it. If you’re a decision-maker trying to figure out how to turn AI from a buzzword into real business results, this book will give you a strategic toolkit.

It’s also for teams working on transformation—whether you're launching new ventures, modernizing legacy operations, or trying to get unstuck from bureaucracy. The OODA loop framework is simple, but incredibly powerful when you embed it into how your organization thinks and acts.

"The ability to observe shifts, orient your strategy, decide fast, and act with purpose is what separates winners from the rest"

EXPERIENCE CLUB US: Do you believe AI will impact every business? Is that why agility has become so critical?

Flavio Pripas: Yes, absolutely. Even if AI doesn’t change your product directly, it will change your customer expectations, cost structures, competitive dynamics, or talent model. There is no neutral ground.

In this context, agility isn’t just a buzzword—it’s a survival skill. The ability to observe shifts, orient your strategy, decide fast, and act with purpose is what separates winners from the rest. The OODA loop gives you a way to do that continuously, not just as a one-time transformation project.

EXPERIENCE CLUB US: Any final thoughts you’d like to share with our readers?

Flavio Pripas: AI is changing the rules of business—but it doesn’t come with a manual. This book is my attempt to offer one. I’m not claiming to have all the answers, but I do believe deeply in the framework I present—and I’ve seen it work in practice.

I hope this book becomes a strategic companion for leaders who want to move fast, learn faster, and build organizations that can thrive in uncertainty. And if it helps you make one better decision, or take one faster action, then it’s already worth it.

The OODA Edge is available now:  https://www.amazon.com/dp/B0FHQNFZHR