By OBBM Network Editorial Staff

Derived from an episode of Leading Leaders TV.

Imagine spending thousands on a glossy book cover only to discover the manuscript barely reflects the author’s true voice. That costly mismatch is the warning sign J. Loren Norris emphasizes when he says executives often put the cart before the horse.

The Hidden Cost of Premature Promotion

Norris describes clients who rush to publish, hire ghostwriters, and launch marketing campaigns before their ideas are fully formed. He notes, “When I start working with them on stories, they realize that what they put in the book, they don’t really stand behind it.” The result is a product that may appear impressive on a bestseller list but fails to build genuine trust with readers or future business partners.

These missteps illustrate a broader pattern: leaders allocate resources to outward symbols of success—covers, press releases, speaking engagements—while neglecting the internal development needed to sustain those symbols. The timing of each step, Norris argues, is as critical as the step itself.

Strategic Sequencing Over Flashy First Moves

Drawing on the metaphor of a cart without a horse, Norris stresses that the logical order of actions matters. He recounts a coaching client who spent close to $100,000 on multiple coaches, each delivering a clear product roadmap, yet the client remained stuck because the foundational work—defining a compelling narrative and proving market demand—was never completed.

“You’re trying to work on people in process when you don’t even touch the ground,” Norris explains, highlighting that without a solid base, even the most sophisticated promotional tactics will falter.

Learning From Successful Timing Strategies

While critiquing premature efforts, Norris also points to examples where timing aligns with execution. He references Patrick Bet-David’s “Your Next Five Moves,” a framework that encourages leaders to map out future steps before committing resources, ensuring that each move builds on a validated foundation.

Successful executives, Norris observes, often adopt a “strong opinions loosely held” mindset—a phrase popularized by Simon Sinek and reinforced by Dr. Jordan Peterson. This approach allows leaders to commit to a direction while remaining open to course corrections when new information emerges, ensuring that timing adjustments can be made without jeopardizing credibility.

Practical Steps for Leaders

To avoid the cart‑before‑horse trap, Norris recommends three concrete actions: first, validate the core offering through pilot tests or early customer feedback; second, align marketing collateral only after the product meets quality standards; and third, maintain flexibility in strategy, allowing for timing shifts based on market signals.

By integrating these steps, executives can ensure that their public narrative reflects genuine achievement, fostering lasting relationships and sustainable growth.

Broader Implications for Business Culture

The discussion underscores a cultural shift needed in many organizations: moving away from a “look good first” mentality toward a disciplined, evidence‑based rollout of ideas. When timing is treated as a strategic variable, companies not only protect their financial investments but also build authentic brand equity.

In a world saturated with hype, Norris’s insight offers a reminder that lasting success is built on the right sequence of actions, not merely on flashy appearances.

The full episode of Leading Leaders TV is available on OBBM Network TV.