Flexibility not certainty — Kelford Labs Daily

“The key is being discovery-driven. Stop pretending you know all the answers. In a highly uncertain and fluid environment, neither you nor anybody else has answers.”

— Rita McGrath, Seeing Around Corners

In chaotic times like these, we often search for certainty.

For someone to just tell us what is going to happen, so we can plan accordingly. So we can be efficient with our efforts.

But, the thing is, nobody knows what’s going to happen next.

Which means, efficiency can’t be the goal. We need to reach for flexibility.

Flexibility is inherently inefficient. You have to expend time and resources thinking about multiple outcomes and circumstances, most of which will not come to pass.

Whereas, in times of certainty and stability, we can retreat to efficiency. We can streamline, standardize, and optimize. Because we have a good handle on what’s going to happen next.

But when anything could happen, we need to be ready for everything.

So, at least as it relates to your marketing, my advice is this:

Ditch the desire for efficiency, and focus on flexibility. Focus on being prepared and ready for any of the most likely outcomes.

Survey the state of things, think about the most likely possibilities, and prepare for each one.

Don’t reach for certainty or fixed plans, they’re not available right now. Reach for flexibility, so you can be ready for anything.

Better to be inefficient in the moment than completely unprepared.

Kelford Inc. shows entrepreneurs the way to always knowing what to say.