We often advise businesses not to confuse “effort with effectiveness.” As we learn more about what these businesses do, a common pattern emerges: they work very hard but do not achieve the desired outcomes. Why does this happen, and what can we do about it?
What Got You Here Won’t Get You There
New ventures can be exhilarating. We experience the thrill of discovery while growing our ability to contribute and create something valuable. Over time, however, our situations change—gradually at first, in ways we can hardly perceive—until we find ourselves and our companies at a place where our current efforts yield diminishing returns. Robert Quinn, in his book Deep Change, describes this long-term decline as a “slow death.” The longer you stay on this path, the more frustrating it becomes. Many we meet feel exhausted from investing energy without seeing the gains they once did. For instance, many businesses find that their initial strategies, which once drove success, no longer produce the same results. They continue to work hard, but the effectiveness has waned. (See Figure 1)
To Get There, You Must Do Things You Haven’t Done Here
To address emotional burnout and stagnation, Adam Grant in Think Again teaches us that we need to unlearn old habits and replace them with new ones. Jumping to new learning curves requires awareness of when you hit the point of diminishing returns—this is often both an emotional and financial realization.
You must have the curiosity to question your cherished assumptions and the willingness to explore areas where you lack answers. Leveraging the cognitive ability of your team can facilitate this process. For example, companies that regularly question their assumptions about market needs often discover new opportunities for innovation. Since these habits are new, you will need to learn your way forward, just as you did on your last learning curve. By becoming adept at recognizing diminishing returns, questioning assumptions, and exploring the unknown, your company will maximize time spent in productive growth. (See Figure 2)
Embracing Change for Continued Success
In the fast-paced world of business, staying stuck in non-value-added work will lead to burnout. To break free from this cycle, it’s essential to recognize when your efforts are no longer yielding the desired results. Embrace the need for change and be willing to step into the unknown. This might feel uncomfortable at first, but it is crucial for unlocking new levels of effectiveness.
Encourage your team to think creatively and question existing practices. Foster an environment where experimentation and learning from failures are valued. As you collectively navigate new learning curves, you'll discover innovative ways to achieve your goals and sustain growth.
Remember, don’t confuse effort for effectiveness. By continually adapting and evolving, you can overcome the plateau and drive your business towards greater success. The journey may be challenging, but the rewards of renewed growth and effectiveness are well worth the effort. Embrace the process, and watch your business thrive.
Call to Action: Take a moment to reflect on your current efforts and outcomes. Are you seeing the results you want? If not, gather your team and start questioning your assumptions. Explore new ideas and be willing to step out of your comfort zone. Your next big breakthrough could be just around the corner.
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