Don't Get Caught in the Speed Trap: Why Urgency Wins the Race for Your Brand and Bottom Line

I spend a lot of time thinking about…well, time. Few know this, but in graduate school, I studied temporal perceptions and communication. A fancy way of saying how our perception of time affects our work and at large - our life. In another life, I may have been a professor. 

Fun fact: Did you know that we experience eleven dimensions of time? Flexibility, linearity, pace, punctuality, delay, scheduling, separation, scarcity, urgency, and present and future time perspectives. 

Whew. 

For our purposes, I want to tackle urgency. Specifically, speed vs. urgency.

Leaders across industries ask me how they and their teams can be more responsive to opportunities around them. Especially in the context of marketing and sales. No one wants to be left behind. 

In today's fast-paced world, speed is often king. We rush from task to task, meeting to meeting, constantly striving to get things done faster. But what if we actually miss capitalizing on opportunities when we prioritize speed as king? 

Urgency vs. Speed: Two Different Gears

Speed is about how quickly you complete tasks. It's the raw horsepower that gets things moving. Urgency, however, is about acting with intention and focus when it truly matters. It's the strategic use of speed, ensuring your actions are aligned with your goals. Think of it like the difference between accelerating through a green light and slamming on the brakes to avoid a red one.

The Downside of the Speed Trap

Obsessive speed can lead to serious problems. Rushed decisions are often bad decisions, leading to wasted resources and missed opportunities - opportunities that your competitors noticed and now get to enjoy. Sacrificing quality in the name of speed can damage your reputation and repel customers.  Furthermore, a constant pressure cooker environment can burn out employees, leading to decreased productivity and high turnover, which means less ROI for your marketing and sales efforts.

The Power of Urgency

A sense of urgency fosters a culture of strategic action. It keeps your team focused on the most important tasks and drives them to act decisively when opportunities arise. This doesn't mean reckless abandon; it means understanding the "why" behind the "when." Teams operating with urgency are:

• Agile and adaptable: They can quickly respond to changes in the market or challenges that arise.

• Innovative: They are constantly seeking new and better ways to do things, even within time constraints.

• Highly engaged: They understand the importance of their work and are motivated to contribute to the team's success.

The Urgency Advantage

Here's how urgency trumps speed in the business world:

• Strategic Alignment: Urgency ensures actions contribute to long-term goals, not just short-term wins.

• Quality & Innovation: Urgency maintains a balance, delivering high-quality products and services quickly as well as messages that resonate with customers

• Employee Engagement: A culture of urgency without sacrificing well-being leads to a more engaged and satisfied workforce.

Cultivating Urgency: It's About More Than Speed

So, how can you create a culture of urgency without falling into the speed trap?

• Focus on "Why Not?” more than “Why?”: Very few decisions in life are one- way doors - meaning decisions that can’t be undone with ease. For every other decision, step forth! Give your team the autonomy and trust to make decisions quickly and efficiently.

• Reward those who act with a sense of urgency: If you reward perfectionism, you’ll never get a culture that acts with a sense of urgency and is able to capitalize on market opportunities and creating timely value 

• Preparation is Key: Don't confuse urgency with skipping crucial planning and reflection phases. A well-prepared team can move with urgency and achieve better outcomes.

The Power of Getting the Ball Rolling

In many ways, the other half of urgency is really initiative. Always think about how you can get the ball rolling. This means clearly communicating what's needed from others and setting a deadline. The sooner you initiate action and keep things moving on your end, the sooner you can expect progress from others.

"He's Got the Slows": A Cautionary Tale

Author Ryan Holiday uses the example of General George McClellan during the American Civil War to illustrate the dangers of lacking urgency. McClellan, a brilliant soldier, was plagued by indecisiveness and an inability to act swiftly. He famously took nine days to cross the Potomac River, frustrating President Lincoln and delaying critical offensives.  "He's got the slows," Lincoln said in exasperation. McClellan's lack of urgency ultimately led to his dismissal.

Don’t let the slows get you or your team. 

Here are some questions to consider:

• Do you reliably keep the flow going, such as respond promptly and move projects forward?

• Are you always getting ready to start, or are you in the habit of taking action?

• Do you have a sense of urgency, or are you stuck with "the slows"?

The Takeaway:  Embrace the Power of Urgency

Speed is just one factor in the equation. By embracing a sense of urgency,  you can achieve more, faster, and with a stronger, more engaged team. But remember, urgency requires intentionality and a foundation of good planning. It's about moving with purpose, not just moving fast.  So ditch the speed trap.

Shama Hyder is the Founder & CEO of Zen Media, an international keynote speaker, and a bestselling author.

Fast Company calls her a "millennial master of the universe" and a "zen master of marketing."

She's a Forbes and Inc. 30 under 30 alum, and LinkedIn has named her a Top Voice in Marketing four years in a row.

To hire Shama to speak at your next event, check availability here.