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The Neuroscience of Big Project Success
for CEOs & Entrepreneurs - Part 2

PUBLISHED IN OCTOBER 2023

A client of mine, Emily, a seasoned CEO, is an excellent example of what happens when we let long-term projects slide in favour of short-term gains. Recently, she was presented with a vision that required streamlining processes, utilising advanced technology, and developing a comprehensive employee training program.

However, the company also had a backlog of urgent tasks, a looming financial target, and staff inexperienced in dealing with complex challenges in client delivery.

Emily felt pressured to step in and oversee these tasks to ensure immediate success. She believed that focusing on alleviating the immediate concerns would get them back on track and buy time to address the systemic issues later. I’m sure you could write this script about the trajectory.

You guessed it, the consequences of prioritising short-term gains over long-term benefits resulted in growth stagnating, employee morale declining, and inability to rapidly pivot to market changes, not to mention Emily’s burnout and frustration from nothing of real importance getting achieved.

So, how could she not attend to the immediately pressing challenges when there was no urgency for the system improvements? It’s because when there was no urgency, there was no motivation required.

Acknowledging the underlying concern, Emily shifted her attention towards addressing the enduring systemic change rather than seeking immediate remedies by employing a sense of urgency.

And as a result, she managed to reverse the situation in under a week. The company experienced robust and sustained growth, high employee morale, and the ability to adapt to market changes. On a personal level, Emily experienced a sense of accomplishment and satisfaction from achieving meaningful goals.

Creating an Artifial Sense of Urgency

A sense of urgency does miraculous things for the brain. In part 1 of this article, I spoke about the neurochemical benefits of urgency. A sense of urgency can be a powerful motivator to help us get things done, especially when there is no external deadline.

So imagine if we could create our own urgency. How beneficial would that be for those more significant projects that could be delayed because there is no external deadline?

The good news is we can artificially generate our own sense of urgency, and here are the five best strategies proven to work:

  1. Set self-imposed deadlines: Even though they may not be externally imposed, create your own deadline and treat them with the same level of importance and commitment.
  2. Visualise negative consequences: Imagine the negative consequences of not completing the task. How will it affect you or others negatively? This will generate a strong ‘away’ feeling.
  3. Remember why: Orienting into the reason you first said ‘yes’ is the biggest motivator. Create a vivid visualisation of the outcome, seeing the difference it is making. This creates a strong ‘towards’ goal.
  4. Leverage public accountability: Share your goals and deadlines with a trusted friend, family member, or coworker; someone else knowing can add a layer of accountability and urgency.
  5. Use ‘time blocking’: Allocate specific blocks of time in your calendar. Treat these blocks as non-negotiable appointments, and don't allow distractions to interfere with your focus.

It's important to note that the impact on cognitive functioning can be both beneficial and detrimental. Prolonged urgency can impair memory, attention, and decision-making. So, it's crucial to maintain optimal cognitive functioning in the long term, using techniques such as time management and mindfulness.

Keeping that in mind, why not experiment with these strategies to create your own urgency for the essential tasks that will have a big and lasting impact on your company?

Deb Maes

Deb Maes

WRITER

Deb Maes, M.A. Comm is like a magician in the way she is able to discern the exact key to unlock more of the untapped potential in leaders.

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