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We keep changing direction mid-quarter

By
Mukund Kabra

Constant direction changes usually come from priorities that were never firmly agreed, or from reacting to noise. Agree a small set of priorities per quarter, set rules for what justifies a change, and protect the rest of the plan.

Category:
Measurement
Reading time:
2
min read
Published on:
October 24, 2026
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We keep changing direction mid-quarter

We keep changing direction mid-quarter

Problem

The plan changes every few weeks.

A new idea from leadership, a competitor's move or one bad week of numbers is enough to reset priorities. Half-finished work is abandoned, and the team stops believing any plan will last.

Nothing runs long enough to show results.

Insight

Plans should change for evidence, not for noise.

Some changes are right: a market shift, a clear failure, a big opportunity. Most are reactions to short-term swings or the latest opinion. Agreeing in advance what counts as a reason to change separates the two.

Protected priorities give work time to pay off.

How we approach it

We set a plan that holds, with clear rules for when it should not.

  1. We agree a short list of priorities for the quarter at leadership level.
  2. We define what kind of evidence justifies changing them.
  3. We bring new ideas into a fixed review point instead of acting on them immediately.

Work runs long enough to show results, and changes happen for good reasons.

Tags:  
evidence-based Growth; Unified Measurement; cross-functional Analytics; Growth Reporting; Data Integration; Decision Intelligence
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