Executing a strategy when the goalposts keep moving

How do you execute a strategy when the landscape refuses to stay still? In event management, agility is key, but only if the objective remains front and centre. Simon Dunnell, Managing Director of International Projects at Identity, looks at how to stay on course when the goalposts keep moving.

One of the biggest challenges in event management is executing a strategy when the landscape refuses to stay still. Objectives may be set, but in an industry where client priorities shift, regulations change, and external factors create unexpected hurdles, rigidity is a risk. The solution? Agility; without ever losing sight of the ultimate goal.

The illusion of a fixed plan

A strategy is not a static document. Too often, teams get bogged down in the belief that once a plan is agreed upon, it must be followed to the letter. This mindset is counterproductive. A great strategy has room to breathe, allowing for recalibration while still delivering on the core objective.

The best event professionals know that project plans are a framework, not a straitjacket. Contingency planning, scenario mapping, and clear chains of decision-making ensure that when something shifts, be it stakeholder demands, budgetary constraints, or logistical hurdles, the response is proactive rather than reactive.

Keeping the objective front and centre

With shifting variables, it’s easy to get caught up in firefighting. The key is to distinguish between distractions and genuine strategic pivots. Every decision should be measured against the overarching goal: does this deviation still serve the primary objective, or is it a knee-jerk reaction?

A disciplined focus on the end goal allows teams to cut through noise and avoid changes for change’s sake. This requires a level of strategic patience, understanding when to flex and when to stand firm.

Communication: the glue that holds agility together

When strategy execution becomes fluid, communication is the single most important tool in keeping everyone aligned. Clarity in internal communication ensures teams are adaptable without becoming fragmented. Clients, suppliers, and stakeholders must be engaged at the right moments, with transparency about adjustments that serve the bigger picture.

A well-aligned team moves as a unit, making strategic shifts look effortless. It’s only when communication fails that agility turns into chaos.

The role of experience in strategic agility

The ability to navigate moving goalposts comes with experience. Seasoned event professionals develop an instinct for identifying which changes are critical and which are merely noise. More importantly, they understand how to reframe challenges as opportunities.

When the unexpected happens, it’s not about whether you stick to the original plan, it’s about whether you still deliver on the objective. The best strategies remain focused but flexible, ensuring that no matter how many times the landscape shifts, the destination stays the same.