Reactive or Urgent?

If the company warehouse is on fire you need to react quickly to save what you can and get to safety.

When you go to rebuild you must do so with urgency. Your sales team has made promises that your customers expect them to keep.

Reactive is thoughtless and immediate. And sometimes necessary.

Urgent is thoughtful and persistent. And always necessary.

When you confuse them, you confuse the team. And when you confuse the team they quickly learn to default to reactive.

Push the lever, get a treat.


DAVID BERRY is the author of “A More Daring Life: Finding Voice at the Crossroads of Change” and the founder of RULE13 Learning. He speaks and writes about the complexity of leading in a changing world.

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