Think + Do » an exploration of mission-driven marketing and design
In a windowless room, a child sits at a table staring down a lone marshmallow, his face a mask of concentration. Will he eat it right away? Or be rewarded with two marshmallows for waiting? Studies have shown that those who are able to delay eating the treat generally fared better in life.
Poor Cookie Monster. In a clever new ad for the iPhone 6, the beloved muppet demonstrates the phone’s hands-free, voice command feature while mixing up a batch of cookies. As you can imagine, he’s not very good at waiting.
This intersection between the iconic marshmallow experiment and the smartphone highlights one of the biggest obstacles to success in nonprofit marketing – a lack of self-discipline.
Get your fix
Have you got a lot on your plate today? Who doesn’t?
Check your email. Prioritize your tasks. Make a list. Answer a phone call. Impromptu status update with an office colleague. See what’s happening on Facebook. Get a cup of coffee. Review your to-do list. Text your spouse about picking up the kids after school. Follow a link to a BuzzFeed quiz: Am I more like Hermione or Yoda? Respond to voicemail. Prep for project team meeting. Refresh coffee. Check email again. Break for lunch.
It’s not difficult to understand the temptation. Easy and pleasurable distractions provide little doses of dopamine throughout the work day. It makes your brain feel good. Tackling tougher problems requires a different mindset.
Self-discipline and willpower are often equated with deprivation. In fact, studies have shown a positive correlation between self-discipline and more happiness, more financial security, and better academic performance.
If you would rather go to happy hour than the gym, you’re not doomed. You can learn from the habits of self-disciplined people:
- Avoid temptation. If you’ve got a sweet tooth, avoid the candy store. It’s better to limit how often you need to use self-control.
- Get enough sleep. Healthy habits reduce stress and increase resistance to less healthy choices.
- Break it down. Big goals can be discouraging when progress seems slow. Self-disciplined people understand the importance of setting mini milestones. Jim Hjort, founder of the Right Life Project, says the “perception of velocity toward goals is more important than the distance from those goals.”
- Follow through. Do what you say you’re going to do – on time. This helps build trust, and colleagues are more likely to come to your aid on the rare occasions when you need it.
What versus why
Full disclosure: I started this blog post about two weeks ago, so it’s not like I’m immune to the daily challenges of getting things done. Procrastination? At times, yes. Distractions? Ever present. Do I have higher priorities? Without a doubt.
When good intentions go astray, it’s often due to a lack of direction. What are the highest priorities? And how does my work fit within that framework?
A mere 7% of employees today fully understand their company’s business strategies and what’s expected of them in order to help achieve company goals.”
– Robert S. Kaplan and David P. Norton, “The Strategy-Focused Organization”
It is easier to concentrate on the most important task if you’re certain what it is. Very few people, on their own, can figure out how their job supports an organization’s strategy.
As the message trickles down from the top of the org chart, people may know what to do, but not understand why they are doing it.
It starts at the top
Leadership is about setting a course – and setting an example. After the strategic plan is released, too often the execution falls flat.
Organizational discipline requires leaders who consistently apply time and resources to top priorities. It also requires an ongoing commitment to provide context for internal audiences:
- How are we making a difference?
- How will we expand our impact?
- What levers are we pulling to increase our effectiveness?
This should be a two-way dialog, not a top-down mandate.
It also helps if leaders are skilled at identifying, hiring, and promoting self-disciplined people. Time spent managing and improving processes is more productive than wrangling those who have difficulty staying on task.
The nonprofit world needs more people who have boundless enthusiasm for solving complex problems. The more disciplined the pursuit of solutions, the bigger the impact will be.
Anyone want a cookie?