Editorial
Welcome to Courage Coach, where expert columnist Karin Hurt answers readers' tough leadership challenges with practical tools and techniques you can use right away. Have a question for her? Drop her a line!
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Dear Courage Coach,
I’m a hard worker and a team player. Normally, I would say I’m pretty good at dealing with change. But lately, I’m getting discouraged. My team has just been told we need to shift our priorities, AGAIN.
I get it. We’re a fast-growing startup working to make a huge impact in a rapidly changing world. I actually don’t disagree with these changes — any one of them makes sense. But it’s hard to keep my team energized and motivated when priorities keep changing.
How do I keep my team on track as we shift our focus once again?
Signed,
Longing for focus.
Dear LFF,
First let me say, I hear you and I understand your frustration. Back in my corporate days, I was on the receiving end of these shifts in direction many, many times. I know how gut wrenching it can be to look your team in the eye and tell them that despite all their late nights and innovative work, the project that was the most important thing yesterday, is now on hold or abandoned all together. Particularly when it wasn’t your call.
And now as the founder and CEO of a fast-growing global training company, I’m the one who makes the call to shift priorities or pivot to a new direction. When I make those decisions, I know they’re the right thing to do. I also understand how important it is to communicate why I made that decision and to ensure people know their previous work is not wasted, but a critical part of the journey.
Here's my best advice for keeping your team (and yourself) motivated as priorities shift.
Before the Change Happens
Even if it’s too late to do this with your current team facing this next immediate shift in direction, you can plan to do this from here on out.
1. Set Expectations
Set expectations about shifting direction up front in your recruiting, hiring and onboarding processes. Let new recruits know that change is not just possible; it’s guaranteed. Share some stories of recent shifts, the reason behind them and how the team adapted.
I’m quite transparent in my interview process. “We move fast around here, and change is constant. It can be a lot of fun, but it’s not for everyone. Sometimes, it can feel like you’re building an airplane mid-flight. If that makes your stomach hurt, this isn’t the job for you.”
2. Develop a Consistent Communication Strategy
The quicker things change, the more you need a solid plan to keep everyone informed. Relying on informal channels or spontaneous meetings can lead to confusion and frustration. Instead, create a system where changes in direction are communicated clearly and consistently.
I’ve previously talked about the importance of five by five communication: if something is strategically important, communicating it once or twice is not enough. You need to communicate it five times, five different ways.
You don’t want to wait until you have a change to determine how to communicate it. You can plan your five modes in advance and be ready to activate them as needed.
3. Advocate for Your Team
As priorities shift, it's your job to engage with decision-makers about the impacts of these changes. By adding context, you help leaders weigh decisions more accurately.
After the Change
4. Connect the Dots Between Priorities and Purpose
When you communicate new priorities, link them to the overarching purpose. Help your team see the "why" behind the new "what." Your five-by-five communication is important here, as is checking that they truly understand the reason for the shifting priorities and that what you’re asking them to do next matters.
5. Manage the Transition Between Priorities
Help your team shift gears by clearly stating what's in and what's out. You could use a "start-stop-continue" framework to clarify which projects are being paused, which are ending and which are gaining focus. Regularly review these decisions to ensure they still align with broader goals.
6. Celebrate the Effort and Learning
You want to ensure your team doesn’t feel their past effort is wasted. Recognize effort and learning. This is the step I see so many managers miss when they’re moving fast and changing direction. You get more of what you encourage and celebrate, and less of what you ignore. Be specific in recognizing not just what the team achieved, but the collaboration and behaviors that made it happen.
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7. Align New Goals With Observable Behaviors
Make sure new priorities come with clear definitions of success. Everyone should know exactly what they need to do to contribute to the new outcomes.
8. Allow Space for Adjustment
Change is emotional. Acknowledge the efforts put into past priorities and create a space for your team to express their feelings and reset. This emotional processing is crucial for moving forward with energy and commitment.
Leading through change is as much about managing emotions and expectations as it is about managing tasks. By setting clear expectations, advocating for your team and connecting every new priority to a deeper purpose, you not only navigate the changes effectively but also strengthen your team's resilience and commitment to shared goals.
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