The “Roughly Right” Strategy: 8 Ways to Embrace the New Normal

The “Roughly Right Strategy” - 8 Ways to Embrace Your Next Normal

By Mary Byers

Humans love certainty. And we love to plan and decide and strategize when we are certain about the facts, the future and our assumptions.

But what about decision making in times of uncertainty?

The reality is there is no such thing as 100% certainty. In order to make confident decisions, however, we often fool ourselves into believing there is. We assume business will carry on as usual. Our customers will continue to bank with us. And we’ll meet our monthly goals and projections.

And then, a pandemic hits – making assumptions impossible and destroying our plans. Worst of all, perhaps, it pulls the rug of certainty out from under us. This is where we find ourselves today.

But all is not lost. As Seth Kahan, author of Getting Innovation Right, shares, “…the same circumstances that are causing discomfort are also midwifing the future.” He’s right. The very things that are challenging you and your organization now present an opportunity for change. COVID is a tailwind that forces innovation and as we’ve had to revise plans at a breathtaking, heart-stopping pace, we’re showing ourselves what we’ve been capable of all along.

Yet many organizations are still clinging to the past, assuming that the decisions we’re making are “forever” vs. “for now.” It’s true that some are. But here’s the harsh reality: for the foreseeable future, it’s “business as unusual” rather than “business as usual.” And rather than innovating with the idea that we go back to “normal” after the pandemic passes, we should be focused on creating the business of the future. That’s what thriving companies are doing.

Here are eight strategies to help guide you through this time:

1. Introduce the concept of “roughly right.”

Columbia Business School professor Rita Gunter-McGrath says, “As the pace of competition becomes faster, decisions that are made quickly and in ‘roughly right’ mode are likely to beat a decision-making process that is more precise, but slower. Prediction and ‘being right’ will be less important than reacting quickly and taking corrective action.” Notice what she is saying? Act and then recalibrate as necessary. This is a foundational tenet of innovative businesses. If you wait for certainty, you’ll lose time and momentum. Ask your team to be willing to be “roughly right,” basing decisions on solid data, of course.

2. Recognize we are in this for the long haul.

Speaker Ryan Estis says, “The response window for a crisis is typically measured in months, while recovery is measured in years.” It’s been more than a year since the pandemic first hit and there’s nothing that indicates a quick recovery.

3. Make the best decisions you can and move on.

I know you are facing agonizing decisions. I know you are taking your time making them. Collect the data you need. Consult your team and listen carefully to what they recommend. Sleep on it. Decide. And then move on. Second-guessing serves no purpose. Remember, you’re making the best decisions you can with the information you have.

4. Accept that your contingency plans may need contingency plans.

What does the remainder of 2021 look like? What’s ahead in 2022? Who knows? Plans need to continue to change and morph as we move through each stage of the pandemic.

5. Remain focused on helping your clients through the pandemic.

Customers are seeing how you are scrambling to provide them with information, guidance and resources. This builds trust and loyalty. (I’ve heard from several organizations that have actually gotten new clients because of how they are serving their market by creating value.)

6. Prepare now for your “next normal.”

We’ve heard a lot about the new normal: this is what happens to you. Your next normal is what you create as a result.

7. Embrace the knowledge that uncertainty leads to acceleration.

The pace of change has quickened almost overnight. Use this time to lean into the trends and realities (many of which were happening even before the pandemic) that enable you to move to your preferred future.

8. Admit decision fatigue is real.

Take care of yourself as you are taking care of others. Get outside. Walk. Nap. My best ideas during this time haven’t happened when I’ve been sitting at my desk. They’ve happened when I’ve been away from it—where I can see that there is still beauty and joy and hope in the world. It’s these things that make it possible to keep driving forward.

Keep the above strategies in mind as you continue to respond to the pandemic and you’ll manage your business well, hopefully emerging more resilient than ever.

Three words have kept me going during this time. I hope you will find them to be encouraging as well: We will prevail.

About the author: Mary Byers, CAE, works with organizations to help them remain relevant in a rapidly changing environment. She’s the author of seven books, including Race for Relevance: 5 Radical Changes for Associations.

The very things that are challenging you and your organization now present an opportunity for change.