The same cycle operates over a longer timescale in a competitive business landscape, and the same logic applies. Decision makers gather information (observe), form hypotheses about customer activity and the intentions of competitors (orient), make decisions, and act on them. The cycle is repeated continuously. The aggressive and conscious application of the process gives a business advantage over a competitor who is merely reacting to conditions as they occur or has poor awareness of the situation. Especially in business, in which teams of people are working the OODA Loop, it often gets stuck at the "D" (see Ullman) and no action is taken allowing the competition to gain the upper hand or resources to be wasted.