One of my biggest frustrations is having a brilliant idea and then not being able to activate it. For a million and one reasons, things get in the way and I very often end up binning the project due to overwhelm.
But, for the things I feel are really game-changing, I now deploy a forcing mechanism.
A forcing mechanism is a self-imposed deadline or commitment that removes your option to delay. Once set, it demands action. It’s a powerful tool that can drive significant progress in your business by turning goals into firm deadlines.
How Forcing Mechanisms Work
Let’s say an entrepreneur wants to launch a new product and sets a launch date of January 1st. This might feel daunting – she might not have even decided on the design, look and feel, purpose, or price of her product. However, having that clear date in mind ensures all these crucial elements will have to be delivered.
Real-World Example: Barcroft Studios
At my last company, Barcroft Studios, we regularly employed forcing mechanisms to drive growth. In 2013, we made a strategic decision to commit to delivering one original documentary per weekday on our YouTube channel. We set this objective a couple of months in advance, giving our teams time to develop and produce the necessary films. Most importantly, we ensured everyone understood our absolute commitment to regular video publishing.
We used another forcing mechanism in 2015 when we decided to launch two new YouTube channels. Our main channel was becoming overwhelmed with content that wasn’t core to our primary audience, so we chose to spin out our non-core content into dedicated channels.
We gave ourselves three months to:
– Research our audience
– Determine which channels to launch
– Design channel branding
– Program schedules
– Choose and commission shows
– Cast episodes
– Produce films
– Send crews for filming
– Navigate editing processes
– Select the strongest launch films
– Market the launch
– Publish the first episodes
It would have been easy to get stuck in endless discussions about various elements with our team members, who were top operators with strong opinions about their specific tasks. However, perfect is often the enemy of good. In the 2010s, our objective was to win large audiences across social media, not to win awards.
This led to the birth of our animal channel and cars channel. All three channels served different purposes, generating advertising revenue from large, consistent social media audiences while also developing and delivering successful television shows by acting as content incubators.
Using Forcing Mechanisms Effectively
You don’t want to use this secret weapon too often – it can lose its potency. I now use forcing mechanisms specifically for delivering strategically and tactically important business objectives. As a big-picture person, this helps me avoid getting weighed down by details, which can lead to losing heart and enthusiasm for potentially transformational steps forward.
How to Implement Forcing Mechanisms in Your Business
1. Identify Your Big Swing: Think about the transformational move you’d love to make in your business. This could be entering a new market, hiring key talent, pitching a hero project to your key client, launching a new product, or setting ambitious sales targets.
2. Set the Right Date: Choose a delivery date carefully. Too soon, and you’ll break things; too far in the future, and you’ll struggle to maintain focus and momentum.
3. Delegate Responsibilities: Carefully assign responsibility for each project element. Ensure everyone understands their role and their team’s expectations.
4. Create a Clear Program: Develop a project timeline so everyone knows what needs to be delivered, by whom, and when.
5. Communicate Priority: Make sure the entire business understands this is a key priority with complete leadership focus, and that the launch date is immovable. This should be understood as the number one business priority.
6. Provide Strong Support: Offer maximum support to key stakeholders. Be available to help with crucial decisions and remove any bottlenecks during the process.
7. Share the Vision: Help everyone understand how transformational this launch will be for the business, allowing them to see the significant impact their hard work will have on their colleagues and the world.
Managing Risks and Team Dynamics
While forcing mechanisms are powerful tools, they need to be managed carefully. Consider having contingency plans or “minimum viable” versions of deliverables ready in case unexpected challenges arise. This helps maintain momentum while managing risk.
The psychological impact on your team is also crucial. When implemented well, forcing mechanisms can create excitement and a shared sense of purpose. However, they can also generate stress if not managed properly. The key is to balance urgency with realistic expectations and proper support.
The Power of Commitment
Forcing mechanisms can be used for various purposes, but their primary value lies in giving you the courage to commit to that one thing you know is crucial for your business’s future. When used sparingly but consistently, they can ensure your business regularly takes significant strategic steps forward, regardless of daily challenges.
The key is not just setting the deadline but fully committing to it and bringing your entire team along with that commitment. This combination of clear timelines and unwavering dedication can help transform your business’s trajectory and unlock new levels of growth.
