COVID-19 has compelled many companies to forego long-term planning for extra of a “right here and now” mentality. We nonetheless want to contemplate long-term enterprise initiatives, after all, however we won’t do this on the expense of remaining worthwhile and related.

Thriving in an ever-evolving local weather requires a laser focus. Sadly, that typically means shelving thrilling prospects that are not instantly related or relevant.

There is a case for ‘not proper now’

Setting apart an superior idea could be tough. To assertively and confidently say, “We’ll must revisit this,” takes energy and foresight—throughout a pandemic or in any other case.

Many corporations’ income is creeping downward, necessitating price range cuts and typically downsizing. With fewer assets out there, managers face a alternative: They need to delay progressive brainstorms, or they have to retire current applications to create space for these new initiatives.


Furthermore, though it is simple to take dangers in a wholesome financial system, there may be much more stress and accountability when occasions are powerful: You’re anticipated to do extra with much less, but you additionally want to guard your staff from burnout.

Sustaining such stability is a problem, however streamlining and prioritizing new advertising concepts with ongoing initiatives may end up in huge payoffs.


Deferring experimental initiatives in favor of spending time on projects with proven ROI narrows your focus and commits you to pursuing solely measurable targets.

On the identical time, exploring new methods of selling what you are promoting if you end up understaffed can empower your staff members to develop untapped expertise as they tackle totally different obligations and uncover beforehand hidden passions, experience, and skills. What labored a number of months in the past could not drive the identical outcomes. When that occurs, you want the arrogance to shutter dated campaigns in favor of a brand new method.

If you happen to’re undecided how you can cease treating each thought as equally vital, lean on these methods to determine what must occur instantly vs. what can wait.

1. Outline your priorities explicitly

Entrepreneurs are infamous for loving new ideas. Nonetheless, solely 17% of entrepreneurs can simply prioritize what they’re engaged on, an Upland Kapost study found.

When a staff member comes up with a brand new thought, start asking powerful questions. Are the assets the mission requires out there to us? How will we measure success? When will we all know that the initiative has run its course?

In case you have bother agreeing on solutions and even discovering them, set the thought apart for one more day.

2. Monitor your swimlanes

Think about you are already overrun with “preserving the lights on” initiatives, and somebody instantly brings a game-changing thought to your consideration. Irrespective of how a lot you find it irresistible, you must first just remember to have the capability to deal with it.

Take a look at your flowchart, mission administration plans, and Kanban-related swimlanes for potential sources of friction. A division or particular person with blocked lanes shouldn’t try so as to add something to the combo.

You will must make some powerful calls. The established order doesn’t gas innovation. Examine in together with your staff members to see whether or not you may automate, delegate, or deprioritize any of the common work they’ve grown accustomed to doing. Relying on the potential ROI of the brand new mission, you possibly can transfer assets or obligations round; however, in some circumstances, that is not the most effective resolution. In case you are in a scenario the place assets are being decreased, “preserving the lights on” could also be all of your staff is able to.

Typically, the workload is simply too nice to embrace each thrilling concept that comes your method.

3. Consider your stakeholder buy-in

Each thought wants stakeholder buy-in to get off the bottom—and keep in flight. If you happen to’ve floated an idea that is struggling to realize momentum, the stakeholders possible do not see it as a precedence—and if that is the case, neither must you.

When others do not see worth in an effort, it must be revamped, positioned apart, or scrapped altogether. That does not imply the thought was intrinsically dangerous; it might simply be a matter of poor timing. For that purpose, it is best to communicate with stakeholders earlier than making any remaining selections to OK an idea. Having trustworthy conversations from the beginning will get monetary savings and stop long-term frustration.

4. Apply interdepartmental collaboration

At Pantheon, we repeatedly invite coworkers from varied features to hitch our planning and analytics evaluate classes. Why? As a result of we wish to be sure that no matter we do has overlap throughout our workforce, which helps our efforts go farther.

When you’re weighing putting an thought on the entrance burner, examine whether or not it overlaps with different departments, equivalent to Gross sales, IT, Product, or Buyer Service. Essentially the most profitable corporations align their priorities to allow them to scale them throughout the enterprise and maximize assets.

5. Cap your priorities

Challenge-creep occurs quietly and swiftly. Immediately, as an alternative of two or three priorities, you might have 15. Do not let that occur. Monitor each main initiative and stack rank them so every staff member can see which duties are most vital and which may keep within the background.

At your day by day or weekly conferences, take time to evaluate every high-priority merchandise. The method shouldn’t exceed three objects, else the worth of prioritization is diluted. By regularly specializing in the highest-value work, your staff can be extra invested within the success of that work.

Plus, when everybody agrees what work is most vital, your job is simpler. Even in the event you get a little bit of pushback, you may help your place by pointing again to what everybody agreed would have the best affect on the enterprise.

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Superior advertising concepts are price investigating and writing down. However, they don’t seem to be at all times able to roll after they first emerge. A part of your job is realizing whether or not to pursue them instantly or enable them to mature. Be prudent, and you will get higher output in the long term.

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