In Originals, one of his many influential books, Adam Grant notes that teams evaluating their strategies at the midpoint are 80 percent more effective than those who only have a conversation about strategy at the start of a major project. He makes his point, in part, by discussing the role of halftime in sports—that mid-game moment of reassessment when coaches seize the opportunity to intervene if their teams are struggling, or to emphasize important dynamics to plan for in the time that remains. Halftime is also when players are most receptive to a new approach.
Many marketing teams are drawn to extensive upfront planning, meticulously crafting annual or even quarterly strategies with confidence. But this front-loaded approach can breed rigidity in the face of market changes. It can dampen how responsive you are to customer feedback, including Google reviews. Additionally, it may cause your team to miss emerging opportunities.
Grant’s research illuminates “the magic of the midpoint” in the evaluation of any strategy. For marketing purposes, this critical juncture might mean a series of regular check-ins: quarterly reviews for annual plans, monthly assessments for quarterly campaigns, and weekly reflections for month-long initiatives. At such pivotal moments, teams find themselves prepared with enough data to make informed decisions, and with ample time to pivot and attempt to significantly impact the outcomes.
But to harness such insight, marketing teams must schedule reflections into their strategic process, something sports teams don’t need to worry about. The unique break between the first half and second half, or even a few minutes on the bench between quarters or during scheduled TV timeouts? These are externally imposed structural elements that players and coaches nonetheless have come to harness for their own planning purposes. They don’t need to recognize the need for a break in order to reconsider their plans; such moments are built-in to the game. Halftime is a scheduled moment to rest, reflect, and regroup. It’s not an accident of circumstance.
How can you build similar moments of reflection into your ongoing efforts?
With real-time data gathering and an open dialogue, your team can cultivate an environment where everyone is empowered to challenge their initial assumptions. Each effort, then, can become a learning opportunity that informs future planning if the organization stands ready to pivot when necessary.
Team members should not be afraid to ask questions, reconsider their initial ideas and arguments, and suggest a new course of action. The easiest way forward is always to remain silent, but the easiest way is almost never the best way.
Marketers should view their own halftimes as a chance to reassess their intended audience, fine-tune the value proposition, and reallocate any remaining resources to higher-performing initiatives. Thoughtful planning is great, but agility is also required. Reflection and adaptation should be a natural part in the life of any strategy. Without refinement, what’s the point of continuously monitoring and evaluating the data we all obsess about?
Before you lace up your cleats next time, remember: No game is ever won solely by the strategy concocted before kickoff. It’s won in the huddles, the timeouts, and those halftime moments in the locker room. It’s won by teams who are brave enough to rewrite the playbook on the fly, bench the proven player if the rookie’s delivering better results, or spot the gap in the defense before the opposition can close it. Often, such boldness can only arise in the secluded shelter of the locker room, far away from the marching band and the raucous clatter of fans shuffling to the restrooms and concession stands.
The team that returns to the field after halftime is not the same team that started the game. They’re sharper, more focused, imbued with the kind of knowledge that only comes from assessing their performance in real time. Seconds before the snap, the quarterback calls an audible, switching up the offense’s formation in response to the defensive alignment. If he and his teammates deliver the intended results, such recognition and flexibility advances the team even closer to its goal.
The final score favors those who embrace the power of the mid-game pivot. Blow the whistle, gather your team, and talk through the changes that can give you a chance to win. Then get back on the field.
The clock’s ticking. The crowd begins to roar. And the next big play?
That’s always your call to make.
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