Coping with Changing Priorities

Every employee has been frustrated at times by changing organizational priorities.  They thought the understand this year's primary goals and objectives, but then, senior leaders threw them a curveball.   They shifted the priorities.  Even worse, sometimes leaders seem to simply add priorities to an already lengthy and challenging list.  Employees wonder what really matters most. Can it really be a "priority" if it is among a list of nine or ten goals, all of which seem to be deemed equally important?  

Here are four practical questions that can guide our actions when executives confront us with changing priorities. 

1.  What clarifying questions should I ask? 

Before one starts reallocating resources and taking decisive action in a new direction, a few clarifying questions might be illuminating.  Don't just act without making sure you understand clearly what you are being asked to do differently.  One question that I love:  Is this a change in destination or just a change in our flight path?  In other words, are we really aiming at a different outcome, or are we simply adjusting how we intend to arrive at that result?  

2.  Is this change a threat or an opportunity?

Many of us might naturally frame this type of shift in direction as a threat.  If we do so, we may be subject to what scholars call "threat rigidity."  In short, we tend to adopt well-established behavioral routines when framing an event as a threat.  We tend to be more open and innovative if we frame a change as an opportunity.  

3.  What tradeoffs am I willing to make?  What tradeoffs must I make?

We have to recognize that not all goals are equally important, and that we will have to make tradeoffs if we adding new priorities to an already lengthy list of goals and objectives.  Being clear about those tradeoffs is essential.  Moreover, we have to determine what criteria we should be using to make those tradeoffs.

4.  Why might others resist the change?

Before we ask our employees to shift their behavior, we must put ourselves in their shoes. Why might they resist this change?  What are their personal goals, motivations, and incentives?  Why might this change in their daily routines or allocation of time be unsettling?  By putting ourselves in their shoes, we can determine how to address this resistance.