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Just do it

Carolin Sadrozinski
Stop waiting for better times. Instead, put your heads together and start doing stuff again.
Stop waiting for better times. Instead, put your heads together and start doing stuff again.

The year is barely three weeks old, and yet it already feels like the end. Like that time in mid-to-late December when you decide it’s not worth starting anything new and just wait for the new year to begin.


This waiting for something new is palpable everywhere right now. Entrepreneurs in Germany are waiting for a new government. Politicians are waiting for fresh economic policies to define collaboration with Donald Trump’s USA. And me? I’m waiting for the sky over Berlin to finally stop being so relentlessly gray.


Our society feels frozen. As consultants, we’re increasingly encountering situations where important initiatives are being put “on hold for now” and innovation projects are postponed. Instead of tackling problems, people are waiting for “things to become clearer.” But seriously, when is that supposed to happen?


Yes, these are uncertain times. But the world won’t be any different tomorrow than it is today. Or in two months, for that matter — unless we actively do something about it. Rather than falling into paralysis, what we really need to do is the exact opposite: take the initiative and address the things that need to get done anyway.


And no, this isn’t about reckless busywork. It’s about deciding what small steps we can take right now to improve the situation around us. Maybe it's doing some refactoring. Or preparing your team to use AI tools effectively. Whatever goes hand in hand with your overall goal.



How to start?


  • Make decisions: Uncertainty often paralyzes decision-making, but avoiding decisions only worsens the situation. Take the time to assess risks and make informed, deliberate decisions. Even if they’re not perfect, acting on well-reasoned choices will move your company forward and provide clarity for your team.


  • Start small innovation pilots: Instead of waiting for the “perfect conditions” to launch big innovation projects, initiate small, testable pilots. For example, pilot automated testing and deployment for one project. If it works well, roll it out to other teams or projects.


  • Improve communication: Create clarity in times of uncertainty by improving communication. Start with regular, transparent updates from leadership. A clear picture of priorities can reduce the “wait-and-see” mentality.


  • Upskill your team: Offer short, targeted training sessions on topics like digital tools, data analysis, or AI. Even a few hours of focused learning can unlock new potential and prepare your team for emerging challenges. 


  • Celebrate personal initiative: Recognize and celebrate employees who take initiative to solve problems, suggest improvements, or go the extra mile. A simple acknowledgment in a meeting or an internal newsletter can boost morale and inspire others to take similar actions.


  • Focus on customer feedback: Use the downtime to connect with your customers. Conduct surveys, host focus groups, or have one-on-one conversations to understand what they need right now — and how you can adapt.


  • Address pain points: Analyze bottlenecks or frustrations in your company’s operations. Tackling these now can boost efficiency and morale, making your company more resilient in the long term.


  • Revisit existing projects: Review stalled or ongoing initiatives and identify one or two quick wins — projects that require minimal effort but could deliver tangible results. For instance, streamline an internal process or improve a customer service workflow.



You’d be surprised how much leeway you have to make changes on a small scale. And in most cases, the measures we take now will have a positive impact in the future — regardless of the results of the next election or the latest U.S. executive order.


Waiting any longer would just be a waste of time. Kind of like realizing on January 2nd that you really should’ve started working out again back on December 27th.


My personal advice: Just start doing stuff again. It’s a mood booster, even for gray-sky days.

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