Quite a few times in my years as a consultant, I’ve encountered Executive Directors who accomplish tasks very effectively. Their writing is cogent. Documents they produce are always well-formatted. They are well-spoken in person, laying out clear ideas. They get a lot of stuff done. They clearly work a lot of hours.
Yet, their organization is floundering.
Almost always, it’s because they’re getting the wrong tasks done.
By “wrong,” I don’t mean they are doing tasks that are inherently counterproductive and take the organization backwards. It’s that they’re doing tasks that should be priority 6 through 10 when priorities 1 through 5 are crying out for more attention.
Peter Drucker wrote extensively about this 50 years ago in his seminal book: The Effective Executive. What separates the great from mediocre executive is a relentless focus on getting the right things done, not just doing things right.
In every organization I’ve encountered, the Executive Director (or CEO by whatever title)) could work 24 hours a day, 7 days a week and not run out of useful things to do on behalf of their organization. Of course, in the real world you have 35-50 hours per week on a sustained basis.
How can an executive stay focused on the top priorities in order to be more effective?
Here are my top five recommendations.
Recommendation 1: Actually decide rather than letting events push you around. I’ve met more than one executive who, beyond keeping a calendar, has nothing that could be described as a work plan beyond to-do lists scribbled on pieces of paper.
There are dozens of ways to give yourself a work plan. As an Executive Director, I used an Excel spreadsheet broken down by major categories of work and tasks within them, with deadlines. I’ve worked with an Executive Director who used a Word document effectively. Today, many executives have moved to online project management systems like Asana or Trello. (I use Asana for my consulting work planning).
Whatever technology you use, the bottom line is for the system to allow you to identify your big-picture goals (outcomes) that you aim to achieve, along with major activities underneath them. Whether the time frame is monthly, quarterly, or some longer period of time, it should be updated regularly.
Of course, a corollary to this recommendation is you shouldn’t skimp on planning time. More than once I’ve had an executive say they’re too busy to invest the amount of time in the planning that I am recommending to them. This brings to mind one of my previous blog posts: have you sharpened your axe lately? The short version: a timber cutter who takes 10% of their time sharpening their tool and 90% cutting likely cuts more than one who just ignores the need to sharpen their tool. Think of planning as sharpening the axe. 10%-90% may not be the precise ratio to shoot for, but in my experience there is no way to confidently “get the right things done” without taking real time to think things through, whether alone or with your team.
Recommendation 2: Don’t prioritize in a vacuum. Prioritize within your work plan by staying focused on your most important organizational goals and strategies. Whether embodied in an organizational strategic plan or some other document that the Executive Director writes up, the goals selected should clearly tie back to important organizational outcomes and the strategies should match up with the organization’s primary activities.
When a new idea emerges (presented to you or generated by you), assuming it’s not already clearly within the work plan, ask three questions as a filter before adding it to the plan:
Question one: Is the task squarely within one of our organization’s strategies? If not, it is almost always suspect.
Question two: Should I be the one to do this task? Just because it should be done, doesn’t mean the Executive Director should tackle it. What tasks should fall to the Executive Director and what to other staff, to contractors, or volunteer leaders? If it’s at all possible to delegate it, do so.
Another way of approaching this question is to ask: is this something that requires my participation either because of my unique skills or relationships? If not, is there someone else able to do it?
This filter is especially important for an executive to use when receiving requests to participate in meetings. More often than not when I encounter a floundering executive, they are heavily scheduled into meetings where they aren’t essential participants. They just don’t want to miss out on the “action.”
Question three: Is the task the cake or the icing on the cake?
Put another way, is accomplishing this task an essential element towards what I’m trying to accomplish or just a nice additive. Unless and until you are confident all the essential building blocks are being achieved, tasks that are merely positive should be shelved.
Recommendation 3: Use your calendar to block off the important tasks that you tend to struggle to complete. Schedule yourself into a block of time when you’re committed to just that task, avoiding all distractions. Often times in the nonprofit sphere, major donor fundraising is what tends to get pushed off for other things that seem more time-sensitive. That was true in my case. I finally forced myself to stick to a schedule where everyone on my team knew I wasn’t to be disturbed.
Recommendation 4: Cut out the easy time-wasters. Examples of these include:
- The impromptu meeting with co-workers that takes half an hour that could be done in 15 minutes. At the beginning of any such impromptu meeting, ask: “what do we need to get out of this conversation” and stick closely to that subject.
- The half-dozen times during the day you check your Facebook, Instagram, Twitter, or other social media because there might be something relevant to the organization’s work. (This is one of my weaknesses). Unless it’s your job to manage these social media platforms, once per day should be sufficient.
- The extra 15 minutes formatting a document to be perfect when it was already good enough to be understood. Occasionally you’re producing something worthy of that extra 15 minutes, but most of the time that’s 15 minutes better spent moving onto the next important task.
Recommendation 5: Beware of shiny objects. These are the opportunities that come along that seem cool. They may even come with funding. Perhaps you’re asked to speak to a group. Or to put together a media release on some breaking news of relevance. Often, these are things that may gratify the ego, but really aren’t essential building blocks to organizational success. Get used to saying no and feeling good about it because when you say no to something new, you’re saying yes to the core work you already have underway.
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Do you have your own techniques for staying focused on the right tasks? Please share them in the comments.