Just do it!. Is timing important?

“Time is what we want most,but what we use worst.” ~William Penn

A friend of mine used to say that all is about timing. But what it means? Where from entrepreneur or manager will now that timing is right?

Every business decision is complicated process which involves cold analysis and intuition. Mix and weight between analysis and intuition depends on organization culture, manager personality and circumstances  We are just starting to understand mechanisms of taking decisions by individuals. Corporations for many years has built systems to eliminate possibility to take bad decisions, but recent years are showing that still there is a lot of to do on this field.

The common truth in management is that it is better to take any decision than not take one. On the other hand in modern, information oriented business environment, complexity is making a decision process more and more unpredictable. Classic business models techniques need to adapt to dynamics of the markets and easy access to informations by customers. There we have some kind of paradox. Although markets due to cheap and easy access to information are more and more effective, the decision taking process is more and more difficult and complex.

The right timing of taking decision is even more difficult to estimate. Sometimes market and customers are simply not ready for new product or service. Sometimes innovative initial idea cause lack of innovation and development in upcoming years. If we assume that there is almost impossible to tell what is “right timing” is it worth to worry about this?

My answer is yes and no. Yes, as managers we must analyse all available data, consider all for and against. On the other hand, if we have internal feeling that we are doing right thing, do not wait – simply take decision and stick with it. Taking and accepting risk is integral part of decision taking process. Point is that risk must be quantified, agreed and accepted. When this exercise is done properly, then answer is no. Timing is no important as potential risk of not taking decision is much bigger than taking right decision in a wrong time. Taking a decision, even if timing is not perfect (because there is no such a thing like perfect timing) keep momentum in organization, keep buzz and excitement.

So what is my advice if we are unsure if timing is right? Do not bother about this. Just do it!

Related articles:

Timing is Everything by Nicholle L. Torres

Timing in Business: Get your timing right and choose the correct cut-off and cut-in points by Edward de Bono