Norton: Going farther, faster
Companies are often forced to move at breakneck speeds in today’s world of accelerated technological advancements and rapid market evolution. It’s no longer uncommon to see organizations launch products and services before they’re fully refined, sometimes even before the infrastructure to support them is entirely in place. This has led to a popular business analogy: fixing the plane while it’s already in the air.
Several companies exemplified this approach over the past two decades and still achieved overwhelming success. From their inception, they disrupted the industries they served, never really launching with a fully formed model. Regulatory challenges, operational inconsistencies, and technological refinements were all addressed in real time. Yet, despite turbulence, these high-flying companies soared to global prominence. Their success was not just about speed but about having the right people on board — people who could handle the chaos, make critical decisions, and innovate in the face of uncertainty.
When a company moves so quickly, the people in that proverbial plane fall into four categories.
The Parachuters: Jumping ship at the first sign of trouble. Some individuals don’t have the stomach for rapid change and uncertainty. As turbulence hits, they reach for the parachute, opting to leave rather than face the unknown. And that’s OK. Not everyone is cut out for high-growth, high-pressure environments. Leaders should recognize this and let them go rather than trying to force a fit.
The Frozen: Paralyzed by chaos. Another group remains in their seats, gripping the armrests, hoping the storm will pass without requiring their direct involvement. They may not leave but don’t contribute meaningfully to the solution. While these individuals might not cause immediate harm, their inaction can slow progress. If the plane does land safely, leaders must assess whether these employees can adapt to a culture that demands agility and resilience.
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The Fixers: Willing to scale the wing. Then there are the fearless problem-solvers who will tether themselves to the plane and climb onto the wing to fix what’s broken. These individuals thrive in chaos, find solutions in the most uncertain situations, and are willing to take calculated risks to ensure success. They are the innovators, the strategists, and the culture carriers who propel a company forward. Without them, high-growth organizations would stall mid-flight.
The Ground Crew: The essential advisers. Lastly, leaders, advisers, and mentors may not be on the plane but play an equally crucial role in keeping it airborne. These are the “go-to” people, trusted guides with experience navigating similar challenges. Too often, fast-growing organizations fail to lean on these external advisers, missing valuable insights that could make the journey smoother and more strategic.
Other metaphors illustrate the same reality of moving forward at full speed:
The train has left the station, meaning you’re either on board or left behind on the platform, waving goodbye. There’s no time to second-guess or hesitate.
The horse is out of the barn, implying that it’s too late to reverse course; now, the focus must be on finishing the race and finishing well.
The genie is out of the bottle, representing the unstoppable force of technological advancements, particularly artificial intelligence, which will continue to shape our future whether we’re ready or not.
The fundamental question for leaders is: Do we have the right people on this plane, people willing to fix and help fly it to our goals? Equally important, are we, as individuals, committed to the mission? Do we have the passion, resilience and willingness to be part of a team destined for greatness?
In an era where technology is evolving faster than we can predict, the key to success is not avoiding turbulence but embracing it with the right team. Those who can adapt, problem-solve and remain agile will keep the plane in the air and take it to new heights.
How about you? Are you or someone you know a part of a growth-oriented and results-focused organization that may not be fully baked? I would love to hear your story at gotonorton@gmail.com. And when we experience and embrace the thrill of such a ride, it really will be a better-than-good life.
Michael Norton is an author, a personal and professional coach, consultant, trainer, encourager, and motivator of individuals and businesses, working with organizations and associations across multiple industries.
