Here’s the thing about getting comfortable – it’s the silent killer of real growth, and I am not talking about bottom-line growth – I’m talking about the type of growth that is far more valuable – growth that changes who you are and what you do. A paradigm shift.
Sometimes, it’s tempting to focus on today’s wins and lose sight of the bigger picture. I used to be in the same boat, patting myself on the back, thinking, ‘We’re doing fine.’ But it turns out ‘fine’ can be just another word for ‘stuck.’
Now, don’t get me wrong—I’m not one to shake things up just for the sake of it. Change for change’s sake? That’s a fast track to chaos, and there’s no sense in tossing out what’s working just because you want a fresh start. I have done that before and it was a right old ball-ache! But I do believe in testing your reality.
Give it a nudge, take a good look, and ask some tough questions. If you really can’t find any problems, then that’s great. But if you notice the same routines, the same wins, over and over, then it might be time to ask if you’re actually pushing forward or just settling in.
I remember the day it hit me. I was bobbing along, meeting deadlines, and delivering results that looked great on paper. But when I finally took a closer look, I realised I’d been running the same playbook for so long that our wins were starting to look a little… recycled. You know that feeling? When you’re busy but not necessarily better. It’s like being in a hamster wheel and convincing yourself you’re making progress because the wheel’s moving.
So, I took a step back and started thinking about what it would take to break out of this cycle. That’s when I came up with my go-to approach – I call it my IDEA framework. It’s become my compass anytime I sense we’re coasting on ‘good enough’ instead of aiming for great. It’s inherent in all the work we do at my consultancy, We Are Cognitive.
It starts with Inform – making sure everyone has clarity. Most people nod along and hope they’ll figure it out as they go. So, I got serious about laying it all out, ensuring we were all aligned on the ‘why’ behind the ‘what.’
Then, there’s Develop. I’ve learned that without real skill-building, a team’s just marking time. This skill-building doesn't just happen through occasional training but by weaving it into our daily rhythm. When you give people space to learn, they start to push the boundaries of what they thought they could do.
Next is Enable. All the information and development in the world doesn’t mean a thing if people can’t put it into practice. When they can, the shift is palpable – people move from ‘I understand’ to ‘I’ll take this on,’ meaning you’ve hit a new level of engagement.
Last but definitely not least, there’s Animate. This one’s often underestimated, but it’s where the magic happens. Facts and strategies are all well and good, but without a sense of purpose, it’s hard to keep the energy alive. So, I started bringing storytelling into the mix, making our goals more than just targets but part of a story that mattered. I’ll tell you, when people see themselves as part of something bigger, they don’t just meet expectations – they surpass them.
Now, if you’re thinking this sounds hunky-dory but wondering where to start, try this. It’s a simple exercise that might help you think outside the box.
Divide a page into two columns. Label one side ‘Current Wins’ and the other ‘Growth Opportunities.’ Jot down what’s working and where there’s room to do more. Sometimes it’s surprising how many gaps show up when you take stock.
Next, take a few of your core goals and connect them to daily actions. Draw lines between the two, mapping out which actions directly support the goals and which don’t quite align. This exercise alone has helped me spot where we’ve been busy for the sake of it, not because it’s meaningful.
When we ignore these opportunities, we risk becoming that team everyone thinks is ‘doing great’ until one day, they’re not. But when we use visual thinking, align our efforts, and push for continuous development, there’s a shift. Clarity, cohesion, purpose – they all start to build. We stop running in circles and start moving forward, faster and with direction.
So, next time you find yourself saying, ‘We’re doing well enough,’ stop and ask yourself, ‘Could we be doing better?’ The truth is, good enough may feel safe, but real progress only happens when you dare to aim higher. If this resonates with your current comms or marketing, then let's talk and see how together we can turn 'good enough' into 'great!'
If you could pin down the essence of truth, could you draw it? That’s the question that lingered in my mind after speaking with Dan Ariely for my RSA Animate documentary—a project allowing me to reconnect with some of the most compelling thinkers of our time.