Imagine driving the Pacific Coast Highway. The rugged coastline commands your attention. Breathtaking views of the mountains meeting the sea leave you in awe. Now, imagine you’re missing all of that because you’re too focused on the objects at the side of the road, which are moving much faster than the big, beautiful views in the distance.
Running an agency can elicit a similar feeling. You rush to take care of all the little distractions, and sometimes you miss the big picture. To speed up the process of achieving goals, agencies should slow down to take stock of what matters most. This approach may seem counterintuitive, but a steady, well-paced run often gets you to your destination faster and safer than rushing and stumbling across the finish line.
Adding Intentionality
Too many agencies, in my opinion, are focused on making a splash, growing fast, and setting ever-loftier goals. There’s nothing wrong with aggressively chasing goals. But without intentionality, agencies may rush past the things they must do to sustain that success and empower employees to deliver outstanding, personally rewarding work.
Adding intentionality helps agencies slow down the day-to-day necessities of the operation. Hurrying may seem like the best way to reach goals, but the potential for carelessness becomes too great. Mistakes may be made, costing more time and creating setbacks. Deliberate, objective-focused decisions yield dividends in the short term and move you closer to the long-term results you seek.
Moreover, in my experience, creating an agency culture in which people aren’t constantly working like their hair is on fire fosters engagement, happiness and pride. Employees who are reasonably paced can enjoy autonomy, purpose and opportunities for growth. You are more likely to retain smart, talented people this way and to sustain an environment in which employees build their own happiness.
How To Slow Down
Adjusting from a mad dash to a brisk run isn’t as easy as telling your team, “Friends, we’re going to slow down.” The effort must go hand in hand with intentionality; otherwise, you’ll lose sight of your overall goals. Below are four ways to deliberately slow your pace:
1. Eliminate distractions.
All the little things you figure you can — or want to — get done in a hurry can distract you from the underlying journey. Furthermore, take care not to create bigger distractions, such as taking on tasks or projects that deviate from your overall goals. Be intentional in your choices so that you do things the right way rather than just try to complete them as quickly as possible.
2. Choose opportunities wisely.
In a rush to expand the business, agencies may take on clients outside of their expertise, then become frazzled when they end up devoting a great deal of effort for little payback. Be opportunistic about what you’ve earned in the market rather than forcing yourself into spaces that aren’t the right fit. By leveraging what you know rather than attempting what you lack, you can avoid creating an artificial need to go fast.
3. Focus on quality, not quantity.
Similarly, resist bringing on every client just because you can. Quality accounts become strategic partners, generate more long-term revenue, and better align with your long-term goals. Moving slower doesn’t mean turning down revenue but rather being more purposeful to generate that revenue. In other words, work smarter, not harder.
4. Simplify.
Take a tip from Marie Kondo and declutter — not your office, but your processes. Systems upon systems upon even more systems make agencies feel like they must go fast just to keep up. Streamline processes and technology to achieve the same results all those systems produce. Doing so will free your team to pursue the right opportunities and focus on what’s more important than the busywork.
Run Because You Can, Not Because You Need To
Running and rushing may feel like the same thing, but agencies that can distinguish the difference between them — and the difference is big! — can better zero in on their goals.
Rushing implies desperation. If you are hurrying home, you are trying to get there as fast as possible, drifting through stop signs and ignoring yellow lights, because the destination is the only thing that’s important.
Running retains urgency, but with control and intention. Rushing through a stop sign is inherently dangerous, and by doing so you risk never reaching your destination. You can progress quickly, but you should recognize there will be times when it’s better to slow down and readjust your speed. For agencies, the occasional run may be what you need to attain certain goals. Just don’t rush it.
When making important decisions, walking is the best choice because it gives you time to consider every option and every angle. Listening to an employee with a concern perfectly lends itself to walking. It is also a good idea to walk when creating and planning a well-thought-out process.
When you are ready to execute the decision you’ve walked to make, you can and often should run. Again, you aren’t rushing the action, but rather approaching it with enthusiasm. After all, those mountains aren’t just pretty to look at — you want to get there sooner, not later. Slowing down first and then purposefully accelerating shortens the trip and ensures you arrive safely and enjoy the journey.
