The power of deadlines in strategic planning: why timing matters

From ambition to action

Strategic plans often start with big ambitions and inspiring goals. Especially when working with the OGSM model, where you Objectives, Goals, Strategies and Measures formulates coherently — it's primarily about determining direction. But at the end of an OGSM session, something much more concrete comes into play: who does what, and most importantly — when will it be finished? That's where the deadline comes in. And that often turns out to be the hardest part.

In this blog, you'll learn why deadlines are crucial for successful strategic execution, why we often struggle with them, and how to use them as a powerful ally in your strategic plan.

Why we struggle with deadlines

Many professionals find it difficult to set hard deadlines. This is not just a matter of bad planning. There is often something human involved: the tendency to postpone difficult or big tasks in the hope of a better time. Think about learning for an exam at the last minute — familiar, right?

Time is your scarcest resource‍

We often think we have more time than we actually do. A quarter flies by. One year is so over. Still, we plan as if time is unlimited. The OGSM model helps you give direction, but without deadlines, it remains vague. Precisely because time is scarce, deadlines are essential — they make the invisible tangible and the strategic concrete.

What Breaking Bad Teaches Us About Urgency

In the series Breaking Bad main character Walter White is told that he has only a short time to live. That realization, no matter how extreme, sets everything in motion. He gets a goal, a deadline and... takes action.

Although we naturally make different choices than Walter in real life, his story shows one thing crystal clear: activates urgency. And deadlines create urgency.

Meditating on mortality (seriously)

In Bhutan, one of the happiest countries in the world, people are encouraged to reflect on their mortality every day. A popular app — We Croak — sends a reminder five times a day: “Don't forget, you're going to die.” That sounds harsh, but it is effective. It reminds you of what matters.

That mindset is surprisingly applicable to work: When you see your time as finite, you make sharper choices, set better priorities, and act with more focus.

Why deadlines make a difference when it comes to working strategically

A strategic plan is not an exercise in perfection, but in priority. Deadlines:

• Force you to make choices.
  
  
• Ensuring progress.
  
  
• Turn goals into action.
  
  
• Make your OGSM executable and result-oriented.
  
  

Without deadlines, even the best plans can fail in good intentions. With deadlines, strategy becomes workable and measurable.

Practical tips for using deadlines effectively

Do you want to do more with deadlines in your OGSM or strategic plan? Start here:

• Always set an end date for your goals. Be realistic, but also sharp.
  
  
• Break goals into concrete actions with clear responsibilities.
  
  
• Use urgency as a driver, not a stressor.
  
  
• Think about the bigger picture regularly. What do you actually do it for?

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Deadlines give meaning

Life is finite. And that's why a deadline is so powerful. It reminds you of what's important, what needs to be done, and what you want to make an impact on in your limited time. A deadline is not a limitation, but an opportunity — to spend your time in a targeted manner and to really implement your strategy.

Getting started with OGSM?

Do you want to know more about our approach and how to effectively apply OGSM within your team or organization?
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