Life these days feels like we are living in the super-express lane—whether it’s waiting for a coffee or a red light to change, responding to our customers’ needs or launching the next big app, everything seems to be happening at warp speed.

In this world where technological advancements, global connectivity, and ever-evolving consumer expectations drive constant change, we have seen the speed at which products grow reach unprecedented levels. One stark example is how quickly some products can reach 50 million users—a milestone that once took years or even decades to achieve can now be accomplished in mere months or days with the right viral push. Fueled by rapid innovation, instant communication and distribution methods, and the relentless pace of competition, this drastic decrease in the time it takes for products to gain widespread adoption presents a critical challenge for leaders and organizations: the need for swift decision-making.

This rapid shift in the speed of product adoption is not just a feeling—it’s backed by some staggering data. Take a look at how long it used to take products to gain 50 million users compared to today. From airlines taking 68 years to reach this milestone to Pokémon Go achieving it in just 19 days, the contrast is astonishing. The visual below shows this dramatic acceleration and how our increasingly fast pace is reshaping what it takes to capture a massive audience.

So, why has the speed of product adoption increased so dramatically, and what does this mean for leaders in today’s organizations? The answer lies in the combination of software-based products and the evolution of distribution channels. Unlike traditional products, which often relied on physical distribution methods and slower processes, many of today’s most successful products are software-based. These products, from mobile apps to cloud-based services, can be distributed globally with minimal friction, often bypassing the traditional barriers that slowed the growth of physical goods. This shift has created an environment where speed is not just a luxury—it’s a necessity.

In an era where success now relies heavily on the ability to move as quickly as the world around them, organizations must demand a new approach to decision-making from their leaders if they want to keep up. In the past, organizations could afford to take their time when making decisions, especially those related to product development and scaling. However, in an age where market conditions can shift overnight and competition can rapidly emerge, leaders must be prepared to make quick, informed choices. The longer it takes to make a decision, the greater the risk that the market will pass them by.

BUT WAIT! If success is determined by how fast leaders can make and implement decisions, can leaders really be expected to make faster decisions all on their own? Absolutely not. If every choice has to funnel through them, they will likely become a bottleneck that could slow the entire organization down—exactly the opposite of what’s needed.

So how can leaders foster an environment where decisions can be made quickly and effectively, especially in larger, more complex organizations? The answer lies in empowering teams at all levels to make decisions. In many organizations, decision-making tends to be concentrated at the top, with leaders and executives holding the reins. While top-down leadership is necessary in some cases, it can also slow down the decision-making process, particularly when the organization needs to react quickly to new opportunities or challenges.

Leaders must delegate decision-making authority to those who are closest to the action. Frontline teams, middle managers, and other key decision-makers within the organization need to have the autonomy to make decisions without constantly waiting for approval from the top. This decentralization of decision-making enables organizations to act faster, respond to changes more effectively, and make better-informed choices at all levels.

However, this shift doesn’t mean that leaders should step back completely. Leaders still play a crucial role insetting the overall direction and ensuring that decisions align with the organization’s broader goals. The goal is to create a culture of trust and communication, where teams feel empowered to make decisions but are also aligned with the organization’s strategic objectives.

Leaders can support these environments by investing in training, communication tools, and a culture of accountability. Leaders should provide their teams with the necessary resources and knowledge to make informed decisions, while also creating clear channels for feedback and collaboration. This not only accelerates decision-making but also fosters innovation, as teams feel more confident intaking risks and experimenting with new ideas.

Beyond this, leaders play a vital role in fostering a mindset where iterative decision-making and learning from mistakes are not only accepted but encouraged. When a team knows that it is okay to make mistakes, they are more willing to take calculated risks and suggest out-of-the-box solutions that could lead to innovation. When a decision is not showing the result that was intended and there is a need to switch course, leaders should guide their teams through analysis of what went wrong, make course corrections, and apply those lessons to improve future decisions. This approach not only accelerates decision-making but also builds resilience and confidence, empowering teams to adapt and thrive.

Ultimately, in a world where a game in which you wander around the real world staring at your phone, trying to catch imaginary creatures before your phone battery reaches 0% (honestly, I’m still just struggling to catch a Pidgey), and where things can go viral faster than we can finish our morning coffee, one thing is clear: speed wins. To thrive in this high-stakes environment, organizations need leaders who can let go of the reins just enough to empower their teams while still steering the ship. If we are sticking to the Pokémon metaphors, encourage your leaders to bring out their inner Professor Oaks. By decentralizing decision-making, embracing mistakes as learning opportunities, and fostering a culture of trust and innovation, leaders can help their organizations keep pace with the relentless speed of change. Because let’s face it—if your decision-making process takes longer than it did for Pokémon Go to hit 50 million users, it might be time for an upgrade.

‍