Author: George Liacos
How to think more strategically: Timing: Insights (Part 1)
To think more strategically in any business is not a “nice to have”, it is a must have.
We build our strategic thinking muscle using a range of techniques and tools as outlined in my book Spark Change.
The fifth Spark I’d like to introduce you to is Timing.
How to think more strategically: does ‘Timing’ mean?
Timing, in its most basic definition, is the selection of the best moment to take an action. In the realm of strategy, it’s the art and science of knowing when to make your move, and just as importantly, when not to.
It’s a delicate balance between preparation and opportunity. As Sun Tzu eloquently wrote in The Art of War, ‘Opportunities multiply as they are seized.’ This isn’t just about seizing them; it’s about discerning when to seize them.
In the annals of strategic thinking, this factor often receives less attention than it should. In writing this I debated whether to rank these strategic thinking elements. If I had done so, I’m pretty sure this element would have been in the top three. As the adage goes, ‘Timing is everything.’
The benefits of nailing strategic timing are profound. It amplifies reach, optimises resource utilisation, and can be the difference between success and fading into obscurity. A perfect example is Netflix’s transition from DVD rentals to streaming, timed impeccably with advancements in internet speed and accessibility.
In the world of for-purpose strategy, timing isn’t merely a detail—it’s the foundation of impact. In the vast constellation of stakeholders, missions and goals that make up this sector, the alignment of these elements at the right moment can catalyse unprecedented transformations. Just as the gravitational pull of celestial bodies influences their motion and timing, the pulse and needs of our communities should guide our strategic moves.
While all elements of strategy are important, timing trumps many because of its amplifying effect. The most brilliant strategy, if executed too early or too late, loses its lustre.
How to think more strategically: an example of ‘Timing’
Let’s illustrate with nonprofits or rather, in this case, from the broader social sector: the journey of the same-sex marriage movement in Australia.
From the onset, advocates faced a multitude of challenges. Prior to 2004, Australia’s marriage laws were ambiguous regarding same-sex unions. However, that year saw the Australian Government amend the Marriage Act to explicitly define marriage as a union between a man and a woman. This move solidified the legal barriers same-sex couples faced. It would take years of strategic campaigning, informed by impeccable timing, to reverse this.
In the decade following the 2004 amendment, same-sex marriage advocates focused on three key strategies: building broad-based public support, cultivating allies within both major political parties, and garnering international backing. By 2015, a confluence of factors suggested that the timing was ripe for a decisive push.
Firstly, the international milieu was changing. By mid-2015, nations like the United States, Canada and New Zealand had already legalised same-sex marriage. These international shifts didn’t just offer a beacon of hope; they provided tangible proof that change was achievable, even in nations with political landscapes similar to Australia’s.
In parallel, and within Australia, public opinion had evolved considerably. Polls indicated a clear majority in favour of same-sex marriage. The for-purpose sector and numerous nonprofits championed the cause, amplifying the voices of the LGBTQ+ community. Their tireless advocacy work ensured that the narrative of love, rights and equality resonated deeply with the broader Australian populace.
Meanwhile, in the political arena, the timing proved essential. With leadership changes in the major parties, there was an increasing appetite for revisiting the marriage debate. By aligning their push with these leadership changes, advocates ensured their cause would not be overlooked.
However, the path to legalisation was not without its hurdles. In 2017, the Turnbull government, in lieu of a straightforward parliamentary vote, opted for a postal survey to gauge public opinion. Critics argued this was a delay tactic. Nevertheless, the same-sex marriage movement, recognising the potential of this moment, mobilised en masse. The resulting campaign emphasised personal stories, focusing on love and commitment rather than just rights and legalities. The strategy proved effective. When the results were announced, 61.6% of Australians voiced their support for same-sex marriage.
The timing of the movement’s tactics during this postal survey was impeccable. By tailoring their message to the moment — understanding the nation’s mood and the broader international context — advocates ensured overwhelming public support. This public mandate expedited the legislative process, and by December 2017, same-sex marriage was legalised in Australia.
The trajectory of the same-sex marriage movement in Australia underscores the profound importance of timing in strategic advocacy. By adeptly navigating the intersections of public sentiment, political will and international trends, advocates transformed a once divisive issue into a unifying moment of national pride. Their success offers a masterclass in how strategic timing, underpinned by persistent advocacy, can catalyse monumental societal change.
Resources & Support
So how can you use Timing in your own work? Stay tuned for our next post with tips and tricks to harness the benefits of this Spark.
This is why I wrote the book Spark Change, developed the Strategic Thinking Masterclass, and have released The Spark Strategic Leader ™ Subscription Program – all to help our sector’s leaders build the strategic thinking muscle.
Contact us at info@sparkstrategy.com.au to find out more.
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