The other day, I scribbled something down after a coaching session — one of those notes where you think, this might be worth a share. So, here it is…
I was talking with a client about her daily habits, and she mentioned something that caught my ear.
She said,
“Each day, I try to do something to make myself more efficient.”
Sounds solid, right? A focused, proactive leader, dialled in on productivity. But it got me thinking — and more importantly, questioning.
Is efficiency really what we should be chasing?
I suggested a simple reframe. Instead of asking: “What am I doing today to be more efficient?”
What if the question became: “What am I doing today to be more effective?”
There’s a world of difference between the two — and for leaders, especially those running agencies, that difference matters.
You can be efficient at the wrong thing
Here’s the problem: efficiency is seductive. It feels good. It gives us that buzz of productivity. We love ticking things off the list, clearing the inbox, getting through the day at pace.
But here’s the truth:
You can be brilliantly efficient at completely the wrong thing.
Efficiency is about speed and smoothness. Effectiveness is about impact. And when you’re leading a team, a business, or an agency, your job isn’t just to get through the day — it’s to make the day count.
Why agency leaders fall into the efficiency trap
In agency life, everything moves fast. Deadlines, pitches, meetings, feedback loops. Efficiency can feel like survival — keep the plates spinning, keep things moving, get it done.
But here’s what happens:
You end up working in the business, not on it.
You’re responding, not leading.
You’re busy, but not progressing.
And the worst part? Everyone thinks they’re doing a great job — because they’re busy. But busy isn’t the same as effective.
The reframe: one simple question
So here’s the switch:
Instead of waking up and thinking “What can I do today to be more efficient?”
Ask:
“What can I do today to be more effective?”
It’s subtle, but it changes everything.
Efficiency is about motion. Effectiveness is about direction.
Efficiency is about doing things right. Effectiveness is about doing the right things.
Three practical ways to shift from efficient to effective
Here’s how to put this into action tomorrow:
1. Prioritise outcomes, not tasks
Before you dive into the to-do list, ask yourself: what outcome matters most today? Then align your actions to that.
2. Challenge the ‘busy badge’
If you find yourself juggling five things at once, pause. Ask: is this moving me — or the business — forward? If not, rethink it.
3. Create thinking time
Effectiveness often comes from clarity. Block 30 minutes a day for non-negotiable reflection or strategic thinking. No emails, no calls. Just space to think.
Efficiency feels good — but effectiveness feels right.
As leaders, our job isn’t to do more. It’s to make more matter.
Hope this is helpful.
Andy