The Urgency Mindset: Reclaiming the Power of Choice
By Steen Rasmussen: A talk with Andi Jarvis
In a world where speed often beats size, and action outperforms planning, one quiet truth persists: doing nothing is still doing something.
In this third Urgency Session, I sat down with Andi Jarvis, founder of Eximo Marketing and host of the Strategy Sessions podcast. Together, we explored what keeps teams and individuals stuck, not because they don’t know what to do, but because they wait too long to act. Our conversation unpacked the invisible cost of delay, the myth of perfect conditions, and how to regain forward momentum in a world obsessed with caution.
Why This Talk Matters
This discussion is a glimpse of my 2-week Urgency Cohort on Maven. The foundation? Lessons learned from IIH Nordic’s transition to a 4-day, 30-hour workweek. But this change wasn’t about fewer hours. It was about more clarity. Fewer distractions. More decisive cultures.
If you’re caught in endless planning meetings, paralyzed by too many options, or leading teams that hesitate when it counts, this session is your signal to reset. Urgency isn’t panic. It’s clarity in motion.
Who Is Andi Jarvis?
Andi Jarvis is the founder and Strategy Director of Eximo Marketing, a consultancy that simplifies strategic decision-making. He’s worked with global brands and growing startups alike and hosts the popular Strategy Sessions podcast.
Beyond business, he’s also the force behind “Friends Of,” a nonprofit that helps underrepresented students access real marketing internships. Strategy, for Andi, isn’t just what you plan. It’s what you do.
The Conversation
Inaction Is a Choice
We opened with a deceptively simple question: Why do people struggle to get things done?
Andi was clear.
“Firstly, we don't understand that inaction is actually a choice. People think that if they don’t choose between A, B, or C, they’re avoiding the decision. But they’re not. Option D is always ‘do nothing,’ and that’s still a decision.”
He explained that people often mistake delay for control. But waiting doesn’t stop change. It just shifts the power to someone else. And when that happens, you're no longer leading the change. You're reacting to it.
The Comfort of Certainty
One of the reasons we avoid action, Andi noted, is because we cling to what we already know. Even if it’s not ideal, it’s familiar.
He gave a brilliant analogy:
“People on the London Tube would rather see a sign that says the next train is five minutes away than wait two minutes with no sign. Predictability feels like control—even if the wait is longer.”
That craving for certainty keeps us stuck. We favor known discomfort over unknown outcomes.
Why We Don’t Reward Change
Organizational culture plays a big role in delay. Many companies say they want innovation, but punish mistakes when things don’t go perfectly.
Andi explained:
“We’re taught in school not to get things wrong. Then we show up in business, and people ask, ‘Why aren’t you innovating more?’ The fear of getting it wrong is baked in.”
This risk-aversion leads to paralysis. Even experienced professionals avoid progress if it threatens the illusion of safety.
You Can’t Benchmark Greatness
In one of our more philosophical turns, we discussed the danger of aiming for “good enough.” When companies benchmark against the average, they’re not aiming for excellence. They’re aiming for mediocrity.
“Benchmarking against the average is setting a mediocre standard. It’s saying, ‘Let’s just be better than bad.’”
Andi shared how, when he presents at conferences, he doesn’t aim to be average. He wants to be in the top three. And while that won’t always happen, the point is to swing for something more than safe.
Constraints Create Momentum
We both agreed that deadlines are powerful motivators. When time is unlimited, perfectionism takes over. But when the curtain is scheduled to rise, as Andi puts it, you have to be ready.
“Theatre doesn’t get to move its launch date. Curtain up is Friday at 7 PM. And the curtain goes up. That mindset changes everything.”
Rather than chasing perfect conditions, deadlines force you to ask, “What’s the best we can deliver by then?” That shift can turn intention into momentum.
Strategy Needs Stewardship
Later in the conversation, Andi shared a personal evolution. In the past, he’d hand clients hundreds of pages of strategy and expect implementation to follow. But now, he prefers what he calls “strategy stewardship.”
“I don’t just deliver the strategy and disappear. I try to stay close, to help guide the momentum.”
He breaks down complex change into smaller, more manageable steps. Not to oversimplify, but to help people start. Once movement begins, confidence builds. And that’s when real change takes root.
When You’re the Client
We shifted gears to talk about internal momentum. What happens when you're the one who needs motivation?
“I’m great at hitting deadlines for clients,” Andi said. “But when it’s just me? I can become the world’s greatest overthinker.”
His solution? Artificial deadlines. Setting calendar blocks for “decision time.” Using accountability networks. Even rewards himself with simple things like coastal walks or a good coffee.
“You’ve got to create movement. And for me, that means breaking things into small, achievable chunks.”
Prioritize by Impact
One of the most practical tools Andi shared came from a podcast guest, Britney Muller. She suggested the mantra: “Prioritize by impact.”
“Most of us prioritize by what we enjoy. We do what’s easy or fun. But when I started asking, ‘What will move the business forward?’ it changed how I work.”
Whether it's business development, marketing, or finance, focusing on impact over preference can reorient your whole day.
Final Thoughts: Choose to Choose
Andi’s parting words were as grounded as they were motivating:
“You don’t have to be perfect. But you do have to move. Small decisions build momentum. You can adjust as you go.”
And perhaps that’s the most urgent message of all.
Momentum isn’t magic. It’s a series of choices. The curtain will rise—whether you’re ready or not.
Want to Keep Going?
If this conversation struck a chord, consider joining my next Urgency Cohort on Maven. It’s not just about speed. It’s about making better decisions, faster, and building cultures where clarity beats caution.
Follow me and Andi Jarvis on LinkedIn for more.
Because inaction isn’t neutral. And the clock won’t wait.
